ANNAB Culinary Social Media Campaign

Enab is a brand specialized in providing stuffing and oriental food, and targets the audience in the Saudi market through an experience that combines home-style taste, quality, and ease of ordering through delivery applications.

The goal was to design a social media campaign that could express:

• Authentic Eastern Taste
• Premium Food Presentation
• Easy ordering experience
• Strong & Memorable Visual Presence
• Modern Saudi Market Communication

While preserving the oriental character of the brand and presenting it in a modern and attractive way.

The primary challenge was to design a campaign:

Shows the quality and details of food in a delicious way.

It maintains the luxurious and distinctive identity of Annab.

Offers and prices are presented in a clear and quick-to-understand manner.

It suits the nature of the content on social media platforms.

It combines sales and informational content without losing visual consistency.

It encourages the public to order from the website or delivery applications.

What was needed was to create a flexible optical system, not just a collection of separate designs.

Campaign Personality

• Authentic
• Appetizing
• Premium
• Warm
• Generous
• Contemporary
• Gulf Oriented

The campaign was built around the idea of presenting traditional cuisine in a modern visual style, with an emphasis on product abundance and quality presentation.

• Communication Goals

Increase awareness of various products.

Highlighting the offers and available packages.

Clarifying ordering and delivery methods.

Enhancing the brand’s visibility on digital platforms.

Build an immediate desire to try the product.

The creative concept was based on turning food into the main element within each design.

The images were used in large size with lighting showing:

The texture of grape leaves and stuffing.

Sauces and dressings.

Colors of lemon, pomegranate and parsley.

Quantity of product inside packages.

Quality packaging and presentation.

The images were supported by direct Arabic titles close to the audience, such as:

• Delicious challenge
• More stuffed zucchini than jujube
• Any small box
• They are available on delivery apps

The simple writing style helped create quick and natural communication with the audience.

The basic colors present in Annab's identity were relied upon, and used in a way that enhances the sense of luxury and delicacy.

Primary Color

• Deep Emerald Green

Color expresses:

• Originality
• Quality
• Trust
• Connection with nature
• Luxurious oriental character

It was used in backgrounds, titles, packaging and basic elements.

Secondary Color

• Warm Golden Yellow

It was used to add:

• Warmth
• Energy
• Highlight offers
• Attract attention
• Supporting the luxury character of the brand

Supporting Colors

White and neutral tones were used to achieve:

Clarity of texts.

Balance of spaces.

Easy to read prices.

Separate the product from the background.

Highlighting the order elements and QR Codes.

An Arabic typographic style was chosen that is characterized by strength and clarity, while preserving the oriental character of the sign.

Arabic Typography

Bold Arabic font for main titles, used for:

Attract attention quickly.

Show promotional messages.

Supporting a fun and close-to-audience character.

Achieve strong clarity on phone screens.

• Supporting Typography

Simple lines were used in:

Prices.

Application names.

Contact information.

Offers details.

Subordinate phrases.

A clear hierarchy is built between title, product, supply and ordering method.

The campaign's visual system was built based on:

• Bold Arabic Headlines
• Large Food Photography
• Deep Green Backgrounds
• Golden Highlights
• Split-Screen Layouts
• Organic Hand-Drawn Arrows
• Subtle Brand Patterns
• Clear Offer Badges
• QR Codes & Ordering Elements

These elements helped create a style that was easily recognizable, even as the type of content varied from one post to another.

The campaign content is divided into several main types:

• Product Awareness

Publications that focus on displaying products and their details, such as:

Grape leaves.

Cabbage.

Stuffed zucchini.

Boxes and various assortments.

• Promotional Offers

Designs offer:

Discounts.

New prices.

Economic Boxes.

Offers are limited time.

• Engagement Content

Content based on comparison, questions and interaction, such as:

Do you choose grape leaves or cabbage?

Delicious challenge.

Compare more than one product.

• Ordering & Availability

Publications explaining:

Delivery apps available.

Request means.

QR Codes.

Social media accounts.

Quick access to the application.

Food was photographed in a way that makes the product the hero of the scene.

• Photography Direction
• Close-Up Food Shots
• Warm Directional Lighting
• Rich Food Textures
• Dark Premium Backgrounds
• Natural Garnishing
• Visible Packaging
• Lifestyle Contexts

Items such as:

Lemon.

Pomegranate.

parsley.

Sauces.

Marble surfaces.

Warm restaurant lighting.

These details added a sense of freshness and quality, and made the images more realistic and delicious.

A flexible Layout System is designed to suit different content types.

• Split Layout

Use it in posts comparing two products, to help the audience make a decision and interact with the content.

• Product-Focused Layout

The product is placed in the middle or largest part of the design, with surrounding elements minimized to maintain visual focus.

• Offer Layout

Rely on:

Clear and great price.

The previous price has been crossed out.

Badge is distinctive for display.

Comfortable white space.

Direct CTA for the order.

• Lifestyle Layout

The product is integrated into real-life situations such as a car, to convey the idea of ease of ordering and enjoying a meal anywhere.

The campaign has been developed to be applicable to:

• Instagram Posts
• Instagram Stories
• Snapchat Content
• TikTok Visuals
• Promotional Ads
• Delivery App Announcements
• Digital Menus
• Offer Campaigns
• Website Banners
• Printed Promotional Materials

While maintaining the same colours, photography style, treatment of titles and introductory elements at all communication points.

Discovery & Research

Understand the nature of the brand, products, target audience and ordering methods.

• Visual Research

Analyzing the content of restaurants and food brands within the Saudi market, and studying the methods of displaying food and offers.

Content Planning

Determine the types of publications and divide them between:

• Product — Offer — Engagement — Awareness — Ordering

Creative Direction

Determine the photography style, colors, word processing, and how to highlight the product.

• Design Development

Create multiple scalable Layouts, while maintaining campaign unity.

• Final Adaptation

Preparing designs in appropriate sizes for communication platforms and digital advertisements.

The end result was a campaign:

It has a clear and distinctive visual presence.

Products are presented in a delicious and professional manner.

Maintains the authenticity of the brand in a modern way.

Offers and information are provided directly.

Flexible to fit multiple types of content.

Enhances ease of access to ordering and delivery methods.

Create visual consistency between different posts.

The campaign was able to build a digital experience that makes the audience recognize Inab through the colors, photography style, and way of displaying the products before seeing the logo.

Final Statement

The goal was not only to create attractive food posts, but to build a complete social media visual system that presents ANNAB as an authentic, premium and accessible food brand.

Every element—from photography and typography to promotional layouts and ordering touchpoints—was designed to strengthen brand recognition, highlight the quality of the products and create a consistent, appetizing experience across all digital platforms.