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TAKING QATAR THROUGH THE MEMORY LANE WITH A CUP OF KARAK

Nomenclature, Brand Expressions Design

Drawing inspiration from the last drop of a tasty Karak pot to design a brand that symbolises the legacy and tradition of the country.

Qarak Pot is a captivating Karak joint chain that was launched during the highly anticipated FIFA World Cup 2022 in Qatar. This unique chain embodies the rich tradition that unites the Qatari people with Karak, a beloved beverage deeply rooted in the local culture. With a focus on preserving and celebrating this cultural legacy, a group of passionate founders engaged ONEDESIGN to develop the brand and bring it to life. Drawing inspiration from the symbolism and significance of Karak, ONEDESIGN crafted a holistic brand experience that not only honors tradition but also captures the excitement and anticipation surrounding the world cup. From the brand's name to its visual identity and various expressions, Qarak Pot presents a compelling fusion of tradition and modernity. The brand identity of Qarak Pot was meticulously designed by ONEDESIGN, a team deeply connected to Qatar and its heritage. The brand's visual language reflects the essence of Karak and its cultural significance. The logo, color palette, and typography were carefully chosen to evoke a sense of warmth, tradition, and excitement. The logo features a stylized representation of a traditional Karak pot, a symbol deeply associated with the drink and its preparation process. The color palette draws inspiration from the vibrant hues of Karak tea, combining warm tones of orange and brown to create a visually enticing and welcoming ambiance. The typography reflects a balance between traditional Arabic script and modern simplicity, further emphasizing the brand's fusion of tradition and contemporary appeal. Qarak Pot's brand language extends beyond its visual identity to encompass various expressions and touchpoints. From the interior design of the chain's locations to the menu design, packaging, and employee uniforms, ONEDESIGN ensured a consistent and immersive brand experience. The interior spaces evoke a sense of familiarity and nostalgia, with elements such as traditional tea sets, Arabesque patterns, and comfortable seating arrangements that invite customers to savor their Karak tea in a welcoming environment. The menu design showcases the diverse range of Karak flavors and complementary snacks, while the packaging combines practicality and aesthetics, allowing customers to enjoy their Karak on the go while maintaining the brand's visual identity. The employee uniforms harmonize with the overall brand aesthetic, further enhancing the immersive experience for customers. Overall, Qarak Pot's brand language encapsulates the heritage, excitement, and warm hospitality that make Karak tea an integral part of Qatari culture, offering a memorable and authentic experience for locals and visitors alike during the FIFA World Cup 2022.

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