🡦 Hala’s Grill
Overview
Hala’s Grill is a local Middle Eastern style restaurant in Indiana, with authentic flavors originating from Jordan. They offer build-your-own-bowl style cuisine, schwarma, and sides, including baba ghanouj, hummus, dolma, and falafel. Their mission is to build a welcoming environment with food and service that feels like home.
This project rebranded an existing small business eatery with new branding, a food truck wrap, menu/ordering system, and packaging for menu items.
Programs
Figma, Adobe Illustrator, and Photoshop
🡦 Branding
Preliminary Moodboard
Sketches
Previous Logo
Serifs inspired by the Temple of Hercules located in Amman, the capital city of Jordan
Created to emulate written Arabic
Redesigned Logo
Typography
The primary type for the brand is custom typography created specifically for Hala’s Grill, drawing inspiration from the connective baseline of Arabic writing. The exaggerated ascenders, short x-height, and serifs of the custom type were inspired by the Temple of Hercules located in Amman, the capital city of Jordan. This is used in the logomark as well as the packaging and food truck wrap.
Secondary and body type were chosen to compliment the custom typeface.
Secondary Type
Body Copy
Brand Colors + Pattern
The color palette for the restaurant was inspired by the fiery grill and warm spices that define Middle Eastern cuisine.
Each element within the brand pattern has its own meaning relating back to the cuisine, culture, and background of the business. Its “random” scatter-style pattern is made to feel organic, crafted, and welcoming.
Hands and eye to emulate the Hamsa symbol and evil eye
Star from the flag of Jordan
Empty bowl to show the endless build your own bowl options
Fire calling back to the previous logo design
Staple ingredients of Mediterranean menu
Abstract shapes based off of Middle East architecture
