← Selected work ◈ Hayak — Brand, packaging & art direction

Taste of Memories

Hayak (حيّاك) is an Egyptian quick‑service food brand built on one feeling: nostalgia. We built the whole world around it — a hand‑drawn calligraphic wordmark, a retro street 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

02A face you already remember

Nostalgia needs a face. We designed a retro street‑vendor mascot — the friendly old ostawa who has been serving the neighbourhood forever — and gave him a full personality kit so he can live on cups, boxes, billboards and screens.

Hayak mascot on a Taste of Memories billboard with the 19945 hotline — “Taste of Memories” — the mascot leads the campaign · hotline 19945

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

04An illustration language & a bilingual voice

Under it all sits a hand‑drawn doodle language — trays, teapots, tuk‑tuks, old radios, the whole memory of the Egyptian street — 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

05On 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, 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

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,
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Taste of Memories

Let’s talk it through,in person.

Let’s talk it through,
in person.