DESCRIPTION

Affordable pie/pastry shops are found all across the Middle East focusing on fre...

Affordable pie/pastry shops are found all across the Middle East focusing on freshly baked dough with fillings consisting of cheese, meat and others good stuff. For “Sharooka” we wanted to stay true to the affordability and approachability of these shops but also present it in a new modern and artistic flare. We came up with the name “Sharooka” meaning “something to share” in Arabic as this kind of food is usually enjoyed in groups and from there we built the concept around a shared bicycle. We were inspired by long bicycles and thought that it’s fitting as it brings people together and they enjoy different things together on their ride. This also helped up in creating a brand that is fun and celebrates the customer's backgrounds.  We also created a custom Arabic type that aims to build on a classical form but also presented in a modern perspective. Our work consisted of developing the entire identity and packaging.