In the branding project for Sh’am – a brand inspired by local Arab cuisine – I developed a visual language that blends authenticity, craftsmanship, and a deep sense of rootedness. The name “Sh’am” reflects the historical and cultural ties to the region encompassing Syria, Lebanon, Israel, and Jordan, with the brand aiming to preserve and revitalize local culinary values through a connection to tradition and locality. The visual language is built on elements that convey a sense of land and culture, using monochromatic sepia-toned imagery that adds depth and nostalgia.

The imagery focuses on traditional kitchen craftsmanship, including scenes of rolling kubbeh, grape leaves, and working with dough and flours—capturing the precision and dedication of traditional culinary art. Alongside kitchen scenes, landscapes from Galilee and Acre connect the brand to the local land and roots, along with cultural elements like traditional kitchenware, music, and authentic architecture.

Additionally, the visual style incorporates hand-drawn calligraphy that subtly emphasizes craftsmanship and traditional artistry. The calligraphy conveys the warmth and intimacy of handmade work, giving the brand a unique and authentic look that differentiates it and reflects values of unconditional love, family-style cooking, trust, and connection among people and communities through food.

This graphic language allows the Sh’am brand to offer an invitation to experience local cuisine, enjoy traditional flavors, discover rich culture, and feel a deep connection to land and roots through a sensory journey.