About The Project
Herbology is a food venture based in Doha, Qatar catering to health-conscious Qataris that would like no-nonsense accessible nutritious meals.
ROLE
Visual Identity & Packaging
COLLABORATORS
Ya Khadijah Studio, Brand Strategy & Creative Direction
Noor Qaba, Illustrator
Visual Concept
Serving Attitude – Among their many healing properties, herbs deliver a kick to the senses. They elevate any meals and drinks through our palettes and our eyes, and they also have aromatic properties that help elevate our moods. Arab | Middle Eastern | Eastern culture in general has a strong and rich history of CAM (complementary alternative medicine) particularly in Herbal medicine.
For centuries after the fall of the Roman Empire, the Islamic world was the center of scientific and medical knowlege. Islamic physicians used the regulation of diet, exercise and medicinal herbs for the treatment of various ailments. In fact, the Islamic world has the first models of what we now know as modern day pharmacies. The first drug stores were established in Baghdad 754.
The awakening of the senses is a welcomed stimulant and provides a sensorial adventure. This visual approach fully embraces the sassy, bold, and unapologetic statement piece that an herb is to any good dish. Our visual strategy was based on keeping the brand fun, approachable and clean, with a dash of sass.
Logo Concept
Keeping in line with the brand values, we decided to go with a type-led logo using retro-inspired fonts. We used 80s Comeback for the Latin-based font as it gave a throwback feel. We paired it with Greta Arabic [designed by Kriystian Sarkis] which carries with it a pen-feel also adding to the old-school touch. Together we found a harmony and they balanced each other beautifully.
Herbo Phrase
The Herbo phrase is used to indicate the difference between the offerings at Herbology.
Herbo Choice is used for the salads that are created by choosing the different
layers of the salad bowl.
Herbo Local are the freshly pressed juices made from local ingredients.
Herbo Delight is for the selection of cheeky dessert options.
Brand Colors
The brand colors were inspired by the infamous symbol of peace: the olive tree.
Brand Typography
Herbology Character Design
The idea that herbs are the spice of life itself, inspired us to think about how they can carry a bit of personality and sass into the brand. An example of the range of characters that the illustration system can create.
Illustration Usage
The way that the illustration will be used in the packaging will be different for each
product. However, the overall application is to have an oversized line drawing as a
secondary element to the typography on the label, so as not to compete with the
legibility of the product.
Brand Application
