Zooba

Nov 2019

For the expansion of Zooba into the competitive New York City dining landscape, the branding agency &Walsh crafted a visual identity that bridges the gap between Cairo street culture and modern urban minimalism. This restaurant brand identity leverages a high-octane color palette of electric blue, magenta, and saturated yellow to demand attention in a crowded marketplace, effectively blending traditional Arabic calligraphy with bold, heavy-weight sans-serif typography. The project employs a masterful use of spray paint and graffiti techniques alongside vector-based graphic design to create a cohesive aesthetic that spans everything from physical storefront murals to takeaway coffee cups and intricately patterned packaging. By utilizing sharp, high-contrast color blocks, the design feels both authentically artisanal and aggressively commercial, perfectly positioning the brand as a contemporary bridge between cultures. Throughout the suite of assets, which includes everything from large-scale outdoor billboards to delicate food packaging, the identity remains anchored by its typographic form and balanced, geometric compositions. The work channels an energetic, street-smart atmosphere that reads as a vibrant homage to its origins while remaining firmly rooted in a clean, modern visual language. This project succeeds by treating every touchpoint—from shipping boxes to architectural facades—as a canvas, ensuring that the brand story of Egyptian-made, New York-grown food is communicated with visual consistency and bold, impactful flair.