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Muluk café -
From family rug shop
to a modern Persian café
in Jerusalem.
Rebranding and comprehensive visual identity design, translating a historic family story and lesser-known traditional flavors into a contemporary, accessible, and inviting visual language using Adobe Illustrator.
The project began with developing
a comprehensive brand language that bridges generational gaps, transforming
a nostalgic family heritage into a vibrant culinary and cultural experience in the heart of Jerusalem.
The Vision
The project began with developing
a comprehensive brand language that bridges generational gaps, transforming
a nostalgic family heritage into a vibrant culinary and cultural experience in the heart of Jerusalem.
The Vision
Research & Cultural Roots
The design process began with a deep dive into the history of Shalom and Muluk and their legendary Persian rug shop. Visual research focused on authentic weaving textures, rich Persian cultural elements, and the raw ingredients of the kitchen: warm saffron hues, rosewater tones, and spiced tea.
Contemporary Translation
To translate dense tradition into a contemporary language, I deconstructed the complex patterns of the original rugs into clean, refined geometric shapes in Adobe Illustrator.
The chosen color palette relies on deep crimson, saffron, and cream tones, creating a warm, inviting, and grounded feeling of home.
Typographic System & Identity
The Muluk logo was developed with a free-flowing, hand-drawn motion, giving it an authentic character that echoes Eastern calligraphy. The typographic system pairs dominant, expressive headlines with a clean and modern body font (SimplerPro), combined with a contemporary serigraph font (Greta), ensuring high readability and accessibility for all audiences.
The Customer Experience
The design follows the customer throughout every part of the café.
The menu features a clean, spacious layout for easy reading, while the packaging, bags, and cups incorporate deconstructed graphic elements from the logo to create a cohesive, memorable, and professional experience.
Digital Presence
The final stage was adapting the brand into the digital sphere
and social networks. I designed a dedicated Instagram grid that harmoniously balances clean, informative graphic posts with authentic, hyper-realistic culinary photography, capturing the café’s relaxed and welcoming atmosphere.
Digital Presence
The final stage was adapting the brand into the digital sphere and social networks. I designed a dedicated Instagram grid that harmoniously balances clean, informative graphic posts with authentic, hyper-realistic culinary photography, capturing the café’s relaxed and welcoming atmosphere.
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