TOUM is a Middle Eastern-inspired “Made Fresh” shawarma and coffee brand built around authenticity, speed, and bold flavors. Rooted in the vibrant street-food culture of the Middle East, the brand brings together freshly prepared shawarmas, rich coffee, and a warm, modern dining experience tailored for today’s fast-paced lifestyle. Every element is thoughtfully crafted to reflect freshness, quality, and a refined yet accessible appeal.
At the core of the brand identity is a bold and contemporary wordmark designed for strong visual impact and instant recognition. The typography is clean, structured, and modern, representing confidence and clarity across all touchpoints. A defining feature of the logo is the custom “U” character, inspired by the smooth swirl of traditional garlic toum sauce, a signature element of Middle Eastern cuisine. Its curved form also subtly mirrors the vertical cut of freshly shaved shawarma, directly connecting the visual identity to the product experience and reinforcing the brand’s “Made Fresh” philosophy.
The color palette draws from warm, earthy tones inspired by pita bread and spices, paired with a deep, rich red that symbolizes flavor, energy, and appetite. This balance creates a strong yet minimal visual language that feels both premium and inviting.
Overall, TOUM’s identity blends cultural authenticity with modern simplicity, creating a cohesive, memorable, and scalable brand system across packaging, retail, and digital platforms.
CREDIT
- Agency/Creative: K Design Studio.co
- Article Title: K Design Studio.co Develops TOUM as a Modern Shawarma Brand Blending Middle Eastern Street Culture With Fresh Driven Identity
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: India
- Agency/Creative City: Mumbai
- Market Region: Asia, Middle East
- Project Deliverables: Brand Guidelines, Brand Identity, Logo Design, Packaging Design
- Format: Bag, Bowl, Box, Can, Pouch, Sachet
- Industry: Food/Beverage
- Keywords: Packaging, Branding, Logodesign, Brand Identity, Middle East, Toum
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Credits:
Creative Director: Kashyap Bhatt
