AKLEH — From Generic to Genre-Defining.
Transforming a traditional Syrian shawerma restaurant into a bold, culture-driven brand designed for a new generation.
AKLEH wasn't struggling because of its food—it was struggling because it looked like every other Syrian shawerma restaurant. In a category crowded with familiar logos, menus, and interiors, the brand lacked distinction. Our challenge was to create an identity that felt authentic to its roots while becoming instantly recognizable to today's audience.
Rather than redesigning a logo, we reimagined the entire brand experience. Inspired by street culture, bold typography, vibrant colors, and expressive graphics, we created a visual system that feels playful, confident, and unmistakably AKLEH. Every customer touchpoint—from packaging to menus—was designed to become part of the brand story.
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Brand Identity
Logo System • Typography • Color Palette
Packaging System
Meal Boxes • Bags • Wrapping • Stickers
Restaurant Experience
Menus • Signage • In-store Graphics
Art Direction
Photography • Social Assets • Campaign Visuals
- Brand Strategy
- Brand Positioning
- Visual Identity System
- Packaging Design
- Menu Engineering
- Menu Design
- Graphic Language
- Restaurant Branding
- Brand Guidelines
- Social Media Art Direction
AKLEH evolved from another shawerma restaurant into a brand with a distinctive personality and a recognizable visual identity. The new system strengthened brand recognition across every customer touchpoint, elevated the dining experience, and provided a scalable foundation for future growth—proving that thoughtful branding can transform how people perceive a business before they even take their first bite.