Hazal — Brand Identity for a High End Levantine Restaurant in Saudi Arabia
Hazal is a high‑end Levantine restaurant and shisha lounge launched by Kraiv Investments in Saudi Arabia. A homegrown concept with international ambitions, Hazal reimagines traditional Levantine cuisine through a contemporary lens — blending rich cultural heritage with refined dining and an immersive atmosphere. Developed under my creative direction, the brand balances authenticity with modern appeal to resonate with both local and global audiences.
Visual Identity / Tone of Voice & Messaging / Brand Experience
A Visual Identity Rooted in Meaning
Inspired by the Arabic name ‘Hazal’, meaning “falling leaves in autumn,” the identity was shaped around seasonal beauty, warmth, and organic elegance. A bespoke geometric leaf pattern became a core element of the design language - applied across menus, collateral, and signage to evoke fluidity, movement, and modern craftsmanship. The typography was subtly influenced by smoke-like motion, nodding to the ambiance of the restaurant’s shisha lounge and sensory dining concept.
Bringing The Outside In
Hazal’s interior design took cues from nature, with sculptural wooden textures and soft ambient lighting creating an immersive spatial experience. The brand identity was designed to echo this environment - reinforcing the concept of organic luxury and making the transition from visual to spatial feel seamless and considered.
Refined Luxury Across Touchpoints
A smoky, spice-inspired colour palette and clean, tactile materials helped position Hazal as a premium hospitality experience. From menu systems to digital applications and environmental branding, every element was crafted to feel elevated, immersive, and culturally resonant.
Modern Heritage, Redefined
With its blend of tradition and innovation, Hazal stands as a bold new interpretation of Levantine dining. The identity captures both atmosphere and elegance - supporting a brand that’s visually distinctive, emotionally engaging, and built for long-term relevance in Saudi Arabia’s evolving restaurant scene.
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