Preserving tradition. Elevating taste.
Overview
A bilingual brand identity and packaging system for Kaak Bsemsom, a bakery concept built around the beloved Lebanese sesame kaak — rooted in street-food nostalgia, designed for a modern shop.
Kaak is one of the most familiar street foods in Lebanon — sold from carts, eaten on the go, loaded with memories. The brand had to capture that nostalgia for a shop abroad, while looking premium enough to stand next to international bakery chains.
Our refined direction focuses on the real ingredients: a hand-drawn circular kaak scattered with sesame seeds becomes the brand's symbol. It pairs with flowing Arabic calligraphy and a relaxed English script — “Reminisce. Traditional. Authentic.” A palette of deep green, warm orange and soft pink keeps the packaging fresh, and each item was designed for real use, like a single-kaakeh box with a perforated lid for easy tear-and-eat.
Kaak Bsemsom received a complete, bilingual identity toolkit — from the symbol to cups, boxes, bags, liners, uniforms and signage — that brings a street classic indoors without losing its soul.
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