The ask

My partner, Tamara Hattar, is an exceptionally talented chef based in Portland, known for her Middle Eastern cuisine infused with a Pacific Northwest twist. Her brand, 'Euzumeh,' which means 'invitation' in Arabic, pays homage to her family's Jordanian roots. Inspired by her passion, I eagerly undertook the task of evolving her brand, transitioning her logo from black and white to the start of a fully realized visual identity.

What I did

The main goal with this brand refresh was to evoke the feeling of receiving a personal invitation to a delightful culinary experience. The color palette was carefully selected to reflect the vibrancy and diversity of Middle Eastern cuisine, with each hue corresponding to the vivid ingredients and spices commonly found in Tamara's dishes. The wordmark was done by a local tattoo artist to infuse the brand with a sense of craftsmanship and personal touch that resonates with the handmade quality of Tamara's cooking.

The packaging design for 'Euzumeh' draws on the warm and inviting aesthetic of Tamara’s brand. The choice of a circular label mirrors the communal nature of sharing a meal. I incorporated visual cues from vintage postcards to create a sense of nostalgia and timelessness. The natural world is also a key influence, nodding to the fresh, locally sourced ingredients of the Pacific Northwest.

The variations of the logo, along with the packaging for dips and other foods, signage, and merchandise, were all designed to create a cohesive and memorable brand experience…. With more to come!

Creative Director - Colin Ofloy
My boss - Tamara Hattar