Shawarma Classic
2022 | Rebranding, Packaging, Social Media, Signage
Done at: Unkoated | Graphic Design: Chiara Vincenti Zakhia | Creative Direction: Laetitia Keyrouz
Shawarma Classic is a Saudi-based traditional shawarma shop. The project began as a brand uplift, with some elements of the original logo, such as the shawarma emblem, retained to honor the brand’s heritage. The rebranding focused on typography, updating the logotype for a modern and fresher feel.
The bilingual logo prioritized the Arabic language to resonate with the Saudi audience. The Arabic logotype was designed with a thicker, bold appearance, evoking the shape of a shawarma skewer or a wrapped shawarma sandwich. This design choice ensured a friendlier and approachable look while maintaining a strong visual identity.
The shawarma emblem became a secondary logo. Inspired by the letter sheen in the Arabic alphabet, the emblem mirrored the iconic shape of the shawarma while staying consistent with the typographic style. Both the bulky logo and emblem could be used flexibly as stamps, signage, and other brand applications. A one-line variation of the logo was also created to complement the stacked version, adding versatility. The original color palette was adjusted to retain bold and striking hues, like the vibrant orange, which became a key feature of the refreshed identity.
Drawing inspiration from the circular top view of a shawarma sandwich, a distinctive grid was designed using cropped letters from the Arabic logotype. This circular grid formed patterns that were used creatively in packaging and wrapping paper, adding a playful yet cohesive touch to the brand’s visual identity.
