◈ Hayak — Brand, packaging & art direction

Taste of Memories

Hayak (حيّاك) is a Qatari quick‑service food brand built on one feeling: nostalgia. We built the whole world around it — a hand‑drawn calligraphic wordmark, a retro Gulf mascot, a full eco‑packaging system you can hold, an illustration & pattern language, a bilingual type system, and the art direction of the food itself. One line ties it together: طعم الذكريات — a taste that takes you somewhere.

Client

RoleBrand identity, packaging & art direction

ScopeLogo · mascot · packaging · illustration · food styling

01A name that sounds like a welcome

The name is the whole personality. “Hayak” is the warm old‑Arabic greeting you get at the door of a home — so the wordmark was drawn by hand as living calligraphy, not set in a typeface. One mark, two colourways: white on wine, wine on cream.

The wordmark — drawn, refined and built into a system

Brand film · 0:20

In motion, the wordmark draws itself stroke by stroke — the same hand‑drawn calligraphy — then hands over to the packaging and the food.

02A face you already remember

Nostalgia needs a face. We started from the old Gulf newspaper cartoons and drew a character of our own — Gulf dress, a wave of welcome, coffee and hospitality, a newspaper that carries the logo and a pair of signature shades — then gave him a full set of expressions so he can live on cups, boxes, billboards and screens.

Hayak mascot on a Taste of Memories billboard — “Taste of Memories” — the mascot leads the campaign

The Hayak mascot in his signature shades

Mascot film · 0:16

From the references to the finished character: the dissection, the expressions, the signature shades — and the doodle world he lives in, printed on the box.

Mascot dissection sheet — building the Hayak character — Mascot dissection — one character, many expressions

Illustration of the Hayak mascot in a classic car surrounded by nostalgic doodles — The world he lives in — nostalgic street illustration

03A packaging system you can hold

Food brands are judged in the hand. We designed a complete eco‑friendly packaging system — kraft bags, burger and pizza boxes, cups, wraps and combo boxes — all recyclable, all unmistakably Hayak, in wine‑red, kraft and a playful blue‑and‑mustard secondary palette.

Hayak cups in wine, blue and mustard colourways — The cup family — wine, blue & mustard

Hayak eco kraft takeaway bag — Eco kraft takeaway bag

Hayak burger box in the doodle pattern — Burger box — pattern & check

Hayak pizza box carried on a delivery scooter — Pizza box — built for the road

A Hayak cup held on the street — On the street — where the brand lives

Hayak kraft bag with red seal — Sealed & sent — kraft and wine

04Out in the world

A brand is only real once people carry it. Here is Hayak off the drawing board and out in Qatar — bags handed through car windows, boxes on the delivery run, drinks across the counter, stickers on the café trays. The same system, doing its job.

A wine-red Hayak takeaway bag held up outside a Hayak store — Outside the store

A Hayak kraft bag handed through a car window outside the store at dusk — Through the car window

A steel café tray covered in Hayak stickers — Stickers on the café tray

A Hayak takeaway bag opened to show boxes, fries and drinks — The takeaway, opened

Two Hayak drinks handed across the counter under the HAYAK sign — Across the counter, under the sign

A Hayak delivery rider carrying the red box, seen from above — The delivery box, on its way

A red Hayak box inside a bag printed with the doodle pattern — The pattern, on every layer

05An illustration language & a bilingual voice

Under it all sits a hand‑drawn doodle language — falcons, cassette tapes, old TVs and radios, Qatari number plates, old coins and classic pickups, the whole memory of Qatar’s good old days — plus a stamp system and a deliberate bilingual type stack that pairs formal and pop Arabic with a warm Latin face.

Hayak nostalgic doodle illustration band — The doodle band — the memory of the street, drawn

Hayak stamp illustration system — Stamps — collectible, nostalgic, on‑brand

Hayak bilingual type system — formal Arabic, pop Arabic and Latin — Bilingual type — formal & pop Arabic + Latin

06On the table — the food, art‑directed

A food brand is only as good as its food looks. We art‑directed and styled the whole menu shoot — breakfast wraps, burgers, combos, pasta, sandwiches, iced drinks and juices — so every frame feels warm, generous and true to “طعم الذكريات.”

A full Hayak table spread of food and drinks

The full spread — art direction & styling by Monzology

Hayak breakfast egg wraps in branded paper — Breakfast — “فطورك يبدأ بجباتي البيض”

Hayak combo box — Combos — “جمّل الذكريات”

Hayak pasta with a mango drink — Hot food, cold drink

Hayak iced coffee in a branded cup — Iced coffee

Hayak fresh mint lemonade and a sandwich — Fresh & cold

Hot drink poured into a wine-red Hayak cup — The pour

Hayak burger, fries and a cold drink on a branded tray — The classic — burger & fries

Hayak sandwich platter box with photo prints — Sharing platter — memories included

Hayak fresh juice bottles — Fresh juice, branded to the cap

Hayak Ramadan nostalgia box with a retro TV — Seasonal — a Ramadan box of memories

A Hayak bottle wearing the mascot sticker — Even the bottle wears the mascot

Hayak isn’t selling a sandwich. It’s selling the memory of one — and every touchpoint, from the calligraphy to the kraft, is built to make you taste it.

What this included

01Calligraphic logo & wordmark
02Mascot & character design
03Eco‑packaging system
04Illustration & pattern language
05Bilingual type system
06Food art direction & styling
07Social & campaign key art
08Brand guidelines

Let’s talk it through,
in person.

Book a meeting →

Taste of Memories

Let’s talk it through,in person.

Let’s talk it through,
in person.