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
