Work / DESIGN
Food & Hospitality
Identity Campaign Artwork Packaging BQ · Jawad Business Group · Alsarhan Dates · LaiLai
The brief
Design across four food and hospitality brands — a restaurant rebrand, recurring campaign artwork, retail and window graphics for a multi-brand group, and packaging for a dates and coffee house.
The approach
Food design is judged in bad conditions: printed small on a menu, lit badly in a shop window, cropped square in a feed. So the work is built from high-contrast type and a tight palette per brand, with the product photographed dark and lit hard rather than laid flat on white. Campaign layouts hold one message each — the price, the product or the offer — never all three competing.
My role
Design across identity, campaign artwork, packaging and retail applications. Product photography for several of the pieces shown was also shot in-house — see the photography page.
The BQ rebrand set a mark that had to survive being burned into a flame-lit logo, stamped on packaging and reduced to a profile picture, so it was drawn to hold at any size without a strapline propping it up. Jawad Business Group work runs at the other end of the scale: reader boards, window graphics and flyers that a customer sees for two seconds while walking past. Alsarhan packaging had to sit on a shelf beside traditional date brands and read as more considered without abandoning the category. LaiLai was built as identity first, applied afterwards.
02 — SELECTED WORK
