Taruia Visual Identity – Syrian Food Company

I developed the logo and full brand identity for Taruia, a Syrian food brand dedicated to celebrating authentic flavors, cultural roots, and community spirit. The challenge was to design an identity that reflects tradition while remaining modern and appealing to a wide audience. Food branding requires warmth, trust, and cultural storytelling, so the design had to capture both the authenticity of Syrian cuisine and the freshness of a contemporary brand.

The logo was inspired by Syrian cultural motifs, traditional calligraphy, and the vibrant colors often associated with Middle Eastern cuisine. I created a design that balances heritage with simplicity: a bold wordmark accompanied by a symbolic emblem that conveys richness, hospitality, and authenticity. The typography is approachable yet distinctive, making the brand instantly recognizable. The emblem integrates subtle cultural elements, referencing traditional patterns and food symbolism, while maintaining a modern geometric flow.
The broader brand identity extends this vision across packaging, menus, signage, and digital platforms. The color palette incorporates earthy tones such as deep reds, greens, and golden accents, symbolizing both the richness of the cuisine and the warmth of Syrian hospitality. Supporting graphic elements were developed to ensure consistency across all touchpoints, from social media content to in-store experiences.

This brand identity elevates Taruia beyond just being a food label it positions the brand as a cultural ambassador, sharing the authentic spirit of Syrian cuisine with pride. The combination of modern aesthetics and cultural authenticity gives Taruia a strong, lasting foundation to grow in both local and international markets.