Illustrated brand system
Al Ambah Flower
This project is a complete illustrated brand system for a new fast-food Moroccan restaurant chain. From custom lettering to a full suite of supporting illustrations, every element was designed to carry the brand consistently across packaging, interiors, and digital spaces.
Constructing the letters
Terminals share the same visual language.
Consistent vertical structure:
ascender
​x-height
​baseline
Lowercase letters echo the structure and form of uppercase counterparts.
Excess flourishes removed to improve clarity and readability.
The colour palette draws on rich jewel tones often seen in Moroccan design, with the amber gradient reflecting both the warmth of the cuisine and the name itself. The lettering was shaped with subtle influence from Arabic forms, creating a sense of flow and cohesion, while the floral elements reference Moroccan daisies (Rhodanthemum), grounding the identity in both culture and place.
Building the Visual System
A set of custom illustrations was developed to represent key elements of Moroccan culture and cuisine, designed for flexible use across the brand.
TAJINE
Both a slow-cooked stew and the pot used to cook and serve it.
MANDALA
Symbolising spiritual protection, unity and harmony.
KHOMISA
Moroccan Hamsa, to ward off evil, envy and negative energy.
FANOOS
A traditional decorative Moroccan lantern.
BERRAD
Iconic, heat-resistant teapot for mint tea.
Seamlessly repeating patterns were created using the linework of the illustrations, allowing them to extend across textiles such as uniforms, table settings, and packaging.
Zellige tilework is a defining feature of Moroccan architecture, which inspired the geometric elements used throughout the brand.
Stepping into the Space
A large-scale mural was designed to bring the full visual system into the physical space of the restaurant.
