Kababa – Innovative Fast-Food Concept Branding

Traditional Israeli skewer restaurants (“Shipudiyot”) are rarely known for their pristine aesthetics. Kababa aimed to disrupt this market by introducing an innovative fast-food concept in Tel Aviv. They built a large, bright, and exceptionally clean physical space. Their primary challenge was establishing a visual identity that communicated this modern, hygienic, and premium approach without losing the authentic, appetizing appeal of street food. They needed a bold, cohesive brand language that could stand out within their minimalist white interior and scale seamlessly across a massive operational array of packaging and uniforms.

I led the complete graphic branding and visual identity design for Kababa, ensuring that every touchpoint of the customer journey—whether dining in or taking away—was meticulously crafted.

My specific contributions included:
Custom Typography & Logo Design: To give the brand a truly exclusive identity, I developed a custom Hebrew font specifically for the Kababa logo. This was adapted from a bespoke English typeface I had previously designed, ensuring a completely unique typographic voice.

Strategic Color Palette & Spatial Integration: I established a striking, high-contrast palette of red, black, and white. These colors were carefully balanced to inject energy into the bright, white restaurant interior. I also integrated large-scale atmospheric food photography onto the walls to create a fresh, mouth-watering environment.

Comprehensive Physical Touchpoints: I translated the branding across an extensive line of physical assets, adjusting the dose of the three core colors for each item. This included cups, napkins, custom wrapping paper, specialized “Laffa” bags, placemats, and branded takeaway carrier bags.

Apparel & Environmental Graphics: I designed the full employee uniform set (visors, shirts, and aprons) and oversaw the spatial branding elements. From the main storefront signage to the glass vitrines and service counters, I ensured absolute visual consistency and premium execution down to the smallest detail.