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Case studyBranding

IdentityColourPatternPackaging

Burger restaurant

Bab

Opening frame of the Bab brand film

Bab brand film. Motion film made from the original Bab identity boards and brand applications.

Overview

An identity for Bab, short for Bawabat Al Khawaneej, a burger restaurant.

The symbol joins the arch of a gate with the layers of a burger, and the name appears in Arabic and English. The presentation applies the brown-and-yellow system to packaging, bags, a pattern and staff sweatshirts.

BriefBawabat Al Khawaneej brings a place and a food category into the same name. The design task is to make both ideas visible in an identity that works in Arabic and English.

Services

Scope

  • Symbol and bilingual name
  • Colour and pattern
  • Packaging, bags and uniforms

Sources

A person seen from behind in a sandy alley wearing an olive-brown and yellow Bab sweatshirt with the logo on the back.
Sweatshirt in the old townThe Bab identity in a lifestyle photograph of a Bab sweatshirt worn in a sandy alley.

How to read this deck

The deck pairs the client’s original presentation boards with new application scenes that show the identity in use.

Some of the older boards have been redrawn. Each one sits where the original stood, with the real original design in its corner and a View original button to open it in full.

Chapter 01

Concept and inspiration

Bab: Inspiration
InspirationAn old stone gateway and a burger, each reduced to a simple icon.
Bab: BAB doorway and burger inspiration
BAB doorway and burger inspirationAn arched doorway and a burger are paired with simplified white shapes in the original client inspiration board.

Chapter 02

How the logo was formed

The Bab logo shown large on a pale paper ground with thin construction lines, circles, a modular grid and a clear-space frame built from a unit x.
Logo constructionConstruction study of the Bab logo, showing its geometry and clear space.

Chapter 04

Logo variations

The Bab burger-gate symbol in yellow with a dark brown stripe, enlarged and cropped off the corner of a deep brown field.
Symbol on brownThe Bab identity showing the burger-gate symbol alone, enlarged on brown.

Chapter 05

Colour

  • Accent#F0C334
  • Surface#3A2A0A
  • Ink#FFFFFF

Colours sampled from the original identity boards.

Four vertical panels in brown, white, yellow and cream, each carrying the Bab burger-gate symbol and wordmark in the version that reads on that colour.
Logo on colourThe Bab identity as the logo on four colour panels: brown, white, yellow and cream.
Painted patches of olive brown, mustard yellow, cream and white on a clean plaster wall with paper stock swatches taped beside them and a brush on a paint tin.
Brown and mustard in materialsThe Bab identity: the brand olive brown, mustard yellow, cream and white as painted patches and paper stock.
A white print-studio table with mustard and brown proof sheets, olive fabric offcuts, a fanned colour guide and a closed white BAB paper bag with a wooden clip.
Print proofs and colour guideThe Bab identity: printed proofs, fabric and a colour guide in the brand mustard and brown on a print-studio table.

Chapter 06

Pattern and graphic elements

Bab: Brand pattern
Brand patternA geometric pattern in brown tones.
The Bab brown and tan lattice pattern filling the whole frame, with a round yellow badge holding the symbol and wordmark.
PatternThe Bab identity as a full-bleed brand pattern with a logo badge.
Bab: BAB geometric repeat pattern
BAB geometric repeat patternThe full client board places the rounded geometric motif beside its brown-and-white repeat pattern.

Chapter 07

Packaging

Arabic and English together

The logo sets the Arabic name and "Bawabat Al Khawaneej" beneath the symbol and wordmark. The pattern, boxes, cups, bags and sweatshirts all use the brown-and-yellow palette.

An open olive brown BAB takeaway box with a white wrapped parcel, a second closed box and a brown paper cup on a clean stone counter.
Bab: Packaging mockups
Packaging mockupsA cup and burger boxes in brown and yellow carry the logo.
Burger box and cupThe Bab identity on takeaway boxes and a cup on a counter.
A white and an olive brown BAB paper bag with wooden pegs on a clean steel kitchen counter.
Bab: Bag mockups
Bag mockupsA white paper bag and a brown pouch with the logo, on a yellow background.
Paper bagsThe Bab identity on paper bags on a kitchen counter.
Bab: BAB takeaway paper-bag application
BAB takeaway paper-bag applicationThe BAB identity on its documented white and olive takeaway paper bags.
Bab: BAB burger-packaging presentation
BAB burger-packaging presentationA cup, an open burger box and a wrapped food item show the brown-and-yellow identity on a pale surface.

Chapter 08

Stationery

A top-down stationery set on dark brown leather: yellow and brown business cards, a letterhead with a lattice edge, a brown envelope, a yellow embossed notebook and a brass pen.
StationeryThe Bab identity on business cards, letterhead, envelope and notebook.
A dark brown BAB business card held over a mustard yellow card on an oak desk, with a black pen and a glass of tea beside them.
Business cards on a deskThe Bab identity: two business cards on an oak desk.
A white BAB letterhead with a diamond pattern edge and a dark brown envelope with the yellow burger symbol on a clean oak desk with a pen and a tea glass.
Letterhead and envelopeThe Bab identity: a letterhead with a pattern edge and a brown envelope on an oak desk.

Chapter 09

Uniforms and merchandise

Olive brown and yellow BAB sweatshirts, one on a wooden hanger and one folded on an oak shelf against a clean plaster wall.
Bab: Sweatshirt mockups
Sweatshirt mockupsBrown sweatshirts with yellow sleeves carry the logo on the chest.
Staff sweatshirtsThe Bab identity on staff sweatshirts.
An olive brown sweatshirt with yellow sleeves on a brass peg rail beside a canvas tote with a large symbol, with a yellow cap and a folded tee on an oak shelf.
MerchThe Bab identity on a sweatshirt, tote bag, cap and tee.
Bab: Bab sweatshirt application
Bab sweatshirt applicationThe Bab identity on its sweatshirt design.

Chapter 10

Digital

A hand holding a phone against a yellow backdrop, showing a Bab Instagram grid of yellow symbol tiles, lattice pattern, burgers, a cup, fries and a sweatshirt.
Instagram gridThe Bab identity as an Instagram profile grid on a phone.
A hand holding a phone in a parked car showing a BAB story frame: mustard yellow with the brown burger symbol and wordmark and a strip of the diamond pattern.
Story frame on a phoneThe Bab identity: a single story frame on a phone in a parked car.
A laptop on a tidy oak desk showing a BAB social profile of mustard yellow and brown tiles with the burger symbol.
Profile open on a laptopThe Bab identity: the brand profile open on a laptop on a studio desk.

Chapter 11

The brand in the world

Takeaway cups, food boxes and paper bags carry the same bilingual identity as the staff sweatshirts. The original boards show how the lockup and supporting graphics adapt to food packaging and clothing.

The arched stone entrance of a BAB burger restaurant at golden hour, with the golden burger symbol and brown BAB letters lit above it and two paper bags and a closed box on a wooden table outside.
BAB at the arched gateThe BAB identity on an arched restaurant entrance, signage and takeaway packaging.
A staff hand slides a brown tray with paper-wrapped burgers, a branded cup and a paper bag across a steel counter, in front of an arch niche covered in the brown-and-tan pattern.
BAB order counterThe BAB identity on wrapped burgers, a cup, a bag and an arched pattern wall.
A hand holds a burger half-unwrapped from white paper printed with the golden BAB burger symbol, with a sandstone arched alley glowing behind.
BAB burger under the archThe BAB identity on a burger wrapper, set in an arched alley like the inspiration board.
Brown-and-tan geometric pattern paper under a new white BAB wrapped parcel with the golden burger symbol, a scalloped yellow trim and a round yellow sticker seal.
BAB wrapper and pattern paperThe BAB identity on a wrapper, sticker seal and pattern paper.

Chapter 12

In people’s hands

  • Two hands holding open an olive-brown Bab burger box with a burger inside on a car bonnet at golden hour.
    Burger on the bonnetThe Bab identity in a lifestyle photograph of a burger box held open on a car bonnet.
  • A person in a white thobe seen from the chest down on a sunlit sandstone street carrying a new white Bab paper bag closed with a wooden peg.
    Pegged bag on the streetThe Bab identity in a lifestyle photograph of a pegged paper bag carried along a street.
  • A person seen from the chest down at a table with a tray holding a Bab cup, a burger box and a white paper bag.
    Tray at the tableThe Bab identity in a lifestyle photograph of a tray with cup, box and bag at a restaurant table.
  • A white Bab paper bag closed with a wooden peg and a small olive brown bag on a clean sandstone ledge in warm golden light.
    Bags on sandstoneThe Bab identity in a lifestyle photograph of paper bags on a sandstone ledge at golden hour.
  • Hands clipping a wooden peg onto the folded top of a white Bab paper bag on a steel kitchen counter.
    Pegging the bagThe Bab identity in a lifestyle photograph of hands closing a bag with a wooden peg.

Chapter 13

Campaign

A backlit bus shelter poster in mustard yellow with the brown BAB burger logo on a clean Al Barsha roadside at golden hour, with a bench and a passing car.
Bus shelter poster, Al BarshaThe Bab identity: a mustard yellow backlit bus shelter poster in Al Barsha.
A new BAB hoarding wrapped in printed vinyl with the burger logo and diamond pattern on a construction-site fence, with a crane and skyline behind.
Hoarding beside a building siteThe Bab identity: a printed hoarding on a construction-site fence.
Three backlit street posters on a clean Dubai pavement at blue hour: the brown Bab logo on yellow, the lattice pattern with the symbol, and a white paper bag on yellow.
Street postersThe Bab identity on three backlit street posters at blue hour.

About this deck

What we built

A gate-and-burger symbol, paired language versions and a brown-and-yellow system, demonstrated on takeaway packaging, bags, pattern and staff clothing.

About the originals

The original boards are from Abcon’s original project presentation and include application mockups.

What does your brand need next?

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