Al-Hatab
Al-Hatab, a BBQ restaurant we built a fiery identity for, from the spark of the firewood to the last post.
Before & after
Overview
Overview
Al-Hatab is a wood-fired BBQ restaurant. We built it a full bold identity: a flame-over-firewood mark that integrates with the Arabic letter ‘ع’, a deep red + bone-white palette, fire-cut Arabic typography. A launch campaign with grill-on-coal photography, and a full 16-page brand book documenting every rule.
The challenge
The BBQ space is crowded and everyone uses the same visual cues (fire, meat, black + orange). Al-Hatab had to look genuinely different: sharp Arabic type, a deep blood-red instead of the usual orange, a mark you can read from across the street.
Our approach
We built a full visual system: a flame + firewood logo that fuses Arabic & Latin letterforms, an Arabic typography drawn sharp like it was branded by fire, a 4-colour palette only (red, crimson, charcoal, bone). A 16-page brand book that explains every decision. A launch campaign with 4 hero posts + a branch banner + an Eid Al-Adha post.
The outcome
120K followers in year one, 4 branches, an Eid Al-Adha campaign that reached 1.2M people across the Gulf, and investor conversations from people who saw the brand book.
Before & after
Before & after
The numbers tell the rest of the story.
Instagram followers
Before us
0
120K
Branches
Before us
1
4
Engagement rate
Before us
0
9%
Content playbook
Strategy & plan
The strategy behind every post: pillars, tone, and a real content calendar lifted from our internal planning docs.
Section 01Strategy
- 01
A logo that speaks fire
Flame on firewood, integrated with the letter ‘ع’, simple but unmistakable. Reads on a street sign and on a takeaway wrap with the same clarity.
- 02
A restricted palette
Just 4 colours (red, crimson, charcoal, bone): people recognise the brand from the colour before they read the name.
- 03
A tight brand book
16 pages explaining every rule. Any new designer or print shop can start on day one without the internal team explaining anything.
Identity & logo system
Identity & logo system
The visual language we built for them.
Logo system
Brand palette
Hatab Red
#C41E2A
Ember Crimson
#7A0E15
Charcoal
#1A1A1A
Bone
#FFFFFF
Social media designs
Social media designs
Templates and posts that carry the brand on every feed.
Social presence
Al-Hatab
@al.hatab
Visual campaign
Campaign boards
The key visuals that carried the brand's message across every surface, from social to out-of-home.
In their words
We were just a restaurant idea. Today when people see that red, they know it's Al-Hatab before they read the name.
Al-Hatab Founder
Al-Hatab BBQ
Other client stories
Other client stories
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