MazaqElKebda
Mazaq
A modern food identity built from local visual memory, Jeddah culture, and Hijazi references.
Mazaq reframes familiar Hijazi street-food cues as a contemporary identity system, spanning packaging, printed ephemera, posters, and merchandise-ready applications.
Discovery
Understanding the core narrative, gathering requirements, and defining technical constraints.
Design
Crafting the visual language, typography scales, interactions, and motion curves.
Build
Developing the architecture and engineering the responsive frontend experience.
Launch
Performance optimization, accessibility audits, scaling, and final deployment.
Concept
Mazaq Al Kebda Al Baladi is a modern Saudi food identity inspired by old Hijazi streets, traditional breakfasts, and nostalgic local culture. The concept transforms kebda from just a dish into a cultural experience — inspired by turquoise windows of Al Balad, vintage newspapers, oud music, and the atmosphere of Saudi mornings. The identity blends traditional Saudi elements with modern graphic design to create a bold, emotional, and authentic brand experience.
Concept
Mazaq Al Kebda Al Baladi is a modern Saudi food identity inspired by old Hijazi streets, traditional breakfasts, and nostalgic local culture. The concept transforms kebda from just a dish into a cultural experience — inspired by turquoise windows of Al Balad, vintage newspapers, oud music, and the atmosphere of Saudi mornings. The identity blends traditional Saudi elements with modern graphic design to create a bold, emotional, and authentic brand experience.
“Every pixel serves a purpose. Every interaction tells a story.”
Color System
Al Balad Turquoise — inspired by Jeddah historical windows Old Makkah Green — inspired by Hijazi heritage buildings Hijazi Red — inspired by traditional carpets and ornaments Black Ink — inspired by newspaper ink and iron pans Sand Beige — inspired by old paper and desert architecture
Color System
Al Balad Turquoise — inspired by Jeddah historical windows Old Makkah Green — inspired by Hijazi heritage buildings Hijazi Red — inspired by traditional carpets and ornaments Black Ink — inspired by newspaper ink and iron pans Sand Beige — inspired by old paper and desert architecture
The carefully curated palette that brings the digital experience to life.
Results & Impact
Project Impact
Key outcomes that define the project's success and lasting value.
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Consistency
Coherent identity across physical, printed, and takeaway touchpoints.
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Character
Stronger local voice and recall without relying on clichés.
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Flexibility
A modular system that scales from packaging details to poster campaigns and merchandise.
Related projects
Services: Branding, Visual Identity, Packaging Direction, Art Direction