Jars and Sajj

The Concept

Jars and Sajj is a unique food concept in the UAE that fuses Levantine recipes and goodies with a contemporary, rich user experience. The vision was to create an unparalleled culinary experience built on authentic Levantine food products with a modern twist. Levantine recipes carry deep cultural richness, and the concept sets out to present them with design that rises to match. Mrs. Manuella Khalil, lead creative consultant, mapped the project’s creative and strategic landscape and turned the vision into something tangible. She played a pivotal role in refining every nuance of the brand identity and communication strategy. The UAE market is vibrant and competitive, so the concept had to be distinctive at first glance. The goal was to blend modernity with engagement, so customers feel the warmth of tradition and the polish of a contemporary brand at once. Preserve what you love: that idea sits at the center.

Client

Private Entity

Year

2023

Industry

Food & Beverage, Hospitality & Leisure

The Identity

Kook worked in collaboration with Mrs. Manuella Khalil to curate a comprehensive identity that blends modernity with engagement. The identity begins with the name. Jars and Sajj encapsulates the essence of Levantine culture, harking back to an era when the earth and its bounties held paramount significance in everyday life, fostering growth and prosperity. From that root, Kook built the logo, the illustration language, and the art direction, giving the brand a distinctive visual voice that respects tradition without feeling nostalgic. The visual system includes Arabic typography, reflecting the heritage of the recipes and the cultural mix of the UAE. A defined color palette and mood keep the identity warm, rich, and appetizing. A complete brandbook documents the system, so the identity can be applied consistently by anyone who touches the brand. The result stands out in the UAE market while staying rooted in Levantine culture, and the details reward a second look.

The Experience

Jars and Sajj is designed to be experienced, not only seen. Kook extended the identity across packaging, bags, boxes, and tableware, so every object a customer touches carries the same warmth and craft. Architectural branding brings the identity into physical space, with signage and internal branding that shape how guests move through and remember the concept. Visual communication, including Arabic-language applications and social media content, keeps the voice consistent online and in store. Packaging plays a special role, since the concept is about preserving what you love: jars, boxes, and bags become keepsakes as much as containers. Every touchpoint uses the same palette, illustration style, and tone, so the brand feels complete from shelf to table. Together, these elements deliver the contemporary, rich user experience the concept promised, giving authentic Levantine food a modern stage in the UAE. In 2023, the project showed how heritage and contemporary design can share one table.