MSAQSAQ LEBANESE
Building a Warm Contemporary Lebanese Food Brand
Official Typography Mark
Fluid hand-crafted Arabic logotype detailing Beirut green themes and saffron orange accents.
Identity Overview
Msaqsaq is a contemporary food brand specializing in Lebanese street food wraps and recipes. The identity system combines the authentic taste of Beirut street style, fast casual service, and a warm friendly dining experience. Formulated around the signature tagline: 'From Beirut to Your Heart — من بيروت لقلبك'.
Visual Challenge
The main challenge was to project the Lebanese heritage without relying on conventional visual patterns like cedar trees, creating a warm friendly identity that stands out in the crowded street food space, while keeping packaging printing clean and recognizable.
Brand Strategy & Positioning
Msaqsaq represents the dynamic youth energy of Beirut street recipes, built around clean neutral cardboard boxes and warm orange accents.
Rolled Wrap & Lettering Concept
Combining organic layers of Lebanese bread wrap with hand-drawn geometric letters.
Rolled Bread Layers
Nested organic curves representing bread layers and rich fillings.
From Beirut to Your Heart
Warm fluid lines conveying Lebanese hospitality and fast street casual joy.
Custom Arabic Lettering
Playful hand-drawn logotype with custom fluid ligatures.
Rolled Bread Layers
Nested organic curves representing bread layers and rich fillings.
Color System & Visual Ratios
Deep Beirut green representing fresh vegetables, saffron orange adding warmth and spices vibes.
Beirut Green
Primary visual weight expressing natural safety, parsley and eastern style.
Saffron Orange
Appetizing orange trigger for packaging details and typography accents.
Bread Beige
Cream base providing a natural paper texture feel and organic simplicity.
Sage Green
Supporting color for backing patterns, labels boundaries and content margins.
Typography Hierarchy
Custom Arabic Lettering
رسم يدوي متصل لاسم مسقسق يعطي حيوية وهيكل فريد.
DIN Next LT Arabic / Tajawal
أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ
Montserrat
English descriptions, numbers, digital links and details.
Contact & Phone Spec
+961 1 234 567 | info@msaqsaq.com
Visual Language & Rules
A minimal, clean system based on bold central elements and clear data scopes.
Organic Curves Pattern
A fluid pattern drawn from sandwich boundaries and wraps, wrapping borders on:
Photography Mood & Tone
Focusing on fresh Lebanese shawarmas details, table sharing moments and warm lightings:
Takeaway & Packaging Applications
Designed carefully for takeaway packaging bags, wraps sheets, online ordering apps and signage.
Lebanese Design Process
Discovery
Aligning on Lebanese street recipes, target youth and delivery goals.
Research
Analyzing Beirut wraps and competitive casual restaurant visual systems.
Concept
Exploring rolled graphic shapes and hand-written script mockups.
Logo Development
Injecting saffron orange highlights to spark food appetite.
Packaging System
Designing envelopes, wrapper sheets and Kraft paper takeout bags.
Guidelines
Defining safe layout margins, pattern usage and social template formats.
Branding Outcome & Mockups
Browse takeout bags, wrapping papers, restaurant menu boards and campaign graphics.
Msaqsaq Paper Bags V3
Kraft paper bags showcasing central logo placements and custom Beirut green colors.
Msaqsaq Takeout Bags Suite
Takeaway delivery packaging emphasizing dynamic typography on side panels.
Social Media & Advertising Graphics
Digital campaign visual template presenting modern Lebanese street style and bold titles.
Promotional Banner & Storefront Layout
Outdoor digital board showing the brand tagline 'From Beirut to Your Heart' and food imagery.
Msaqsaq Bag QR Layout Spec
Upper packaging space detailing local contact info, social handles and QR scan code.
Official Brand Logo Presentation
Official visual mark detailing custom Arabic typography with rolled sandwich metaphors.
Cardboard Packaging Sleeve V2
Premium takeaway cardboard sleeve featuring Beirut green borders and organic lines.
Lebanese Wrap Packaging Paper V3
Takeout wrap paper showing isolated logo marks and the signature tagline typography.
Takeout Wrap Paper Mockup
Food wrap sheet presenting the repeated brand pattern curves on its edges.
From Beirut to Your Heart.
The goal was not only to design a food logo, but to create a complete visual experience that captures the warmth of Lebanese cuisine, strengthens the brand's presence, and makes every order feel like a journey from Beirut to the customer’s heart.