2024
CARE Brand Identity System
2024
CARE Brand Identity System
2024
CARE Brand Identity System
A brand built to live between luxury and everyday.
There was no brief to execute. I wrote the strategy, defined the positioning, and built the entire system from scratch. The brand needed to feel premium enough for beauty and approachable enough for daily delivery. The system covers logo, bilingual typography, color architecture, patterns, and full application guidelines across in-app, OOH, packaging, uniforms, vehicles, and storefronts.
A brand built to live between luxury and everyday.
There was no brief to execute. I wrote the strategy, defined the positioning, and built the entire system from scratch. The brand needed to feel premium enough for beauty and approachable enough for daily delivery. The system covers logo, bilingual typography, color architecture, patterns, and full application guidelines across in-app, OOH, packaging, uniforms, vehicles, and storefronts.
A brand built to live between luxury and everyday.
There was no brief to execute. I wrote the strategy, defined the positioning, and built the entire system from scratch. The brand needed to feel premium enough for beauty and approachable enough for daily delivery. The system covers logo, bilingual typography, color architecture, patterns, and full application guidelines across in-app, OOH, packaging, uniforms, vehicles, and storefronts.
Challenge
Finding the exact position where CARE felt premium without feeling cold, within The Chefz's strict sub-brand governance.
Goal
Build a system comprehensive enough that any designer anywhere could execute CARE consistently without the original designer in the room.
Result
A production-ready brand system covering six touchpoint categories, bilingual across English and Arabic, built to scale across every surface the brand touches.
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More Projects
Explore More Work
Curious to see what else I’ve been working on?
Let's Build Something Worth Remembering
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A TVC built around the idea that some coincidences feel too good to be random, and with Keeta, they never have to be.
Al Ahly FC Official Bus
More than a bus. A moving monument to 117 years of Egyptian football greatness.
Hungerstation Trophy & Award Identity
One angle from the brand's own typeface. Made physical, made permanent, made iconic.
Keeta On-Time TVC
A TVC built around the idea that some coincidences feel too good to be random, and with Keeta, they never have to be.
Al Ahly FC Official Bus
More than a bus. A moving monument to 117 years of Egyptian football greatness.
Hungerstation Trophy & Award Identity
One angle from the brand's own typeface. Made physical, made permanent, made iconic.
Annual Report
150,000 users on day one. 55% sharing rate. Two weeks from brief to launch.
Start Your Brand
Let’s Bring Your Brand to Life
Ready to make something amazing together? Whether you're starting fresh or evolving your brand, I'm here to help.
Start Your Brand
Let’s Bring Your Brand to Life
Ready to make something amazing together? Whether you're starting fresh or evolving your brand, I'm here to help.
Start Your Brand
Let’s Bring Your Brand to Life
Ready to make something amazing together? Whether you're starting fresh or evolving your brand, I'm here to help.