KOA - Positioning a Modern Fine Dining Concept for the Saudi Market
Developed under my creative direction at Klinical, KOA is a modern fine dining restaurant in Jeddah, Saudi Arabia, offering a refined fusion of European and Asian cuisine. The brief was to build a brand that matched the sophistication of its interiors and culinary experience - elevated, organic, and globally inspired. The result is a strategically crafted visual identity that speaks to Saudi Arabia’s growing appetite for high-end hospitality with depth, distinction, and design integrity.
Strategic Brand Development - Creative Direction & Visual Identity
Design Rooted in the Dining Experience
The visual direction for KOA was shaped to complement its immersive architectural environment, defined by flowing wooden structures and ambient firefly chandeliers. A custom brand pattern inspired by autumn leaves extended this organic concept across print and packaging - reinforcing the restaurant’s nature-inspired interior and elevated dining atmosphere.
Bridging Cultures Through Visual Identity
With its fusion of European and Asian cuisine, KOA needed a brand identity that felt globally sophisticated while resonating with a Saudi audience. Working closely with the design team, a bilingual logo system in English and Arabic was developed, alongside a refined visual language rooted in elegance, clarity, and cultural nuance.
Firefly: A Sub-Brand with a Signature Feel
Firefly, KOA’s exclusive cocktail bar, was given its own identity to reflect its moodier, more intimate setting. Designed to feel connected but distinct, the sub-brand explored themes of light, warmth, and exclusivity - enriching the wider KOA experience with a deeper visual layer.
Consistency Across the Guest Journey
Menus, packaging, signage, and printed collateral were all considered as part of a cohesive guest experience. The visual system was carefully designed to integrate with the interiors, ensuring every touchpoint reflected the brand’s luxurious tone and immersive quality.
With a brand identity built on thoughtful direction, visual harmony, and regional relevance, KOA now stands as a benchmark for refined dining experiences in Saudi Arabia.
Bespoke Visual Identity Design
