Lubda is a Saudi-based restaurant that specializes in traditional Saudi cuisine. The brand identity is centered around the Arabic logo which combines traditional mastari calligraphy and modern sharp edges. We mixed a warm color palette inspired by Saudi Arabia’s barren landscape and icons inspired by Saudi-culture in an adjustable grid that emphasized the identity’s roots. The simple grid would later be used to create a melange of bilingual typography, icons and images that reflected Saudi cuisine and identity. Lubda promotes locality and culture in its pursuit to modernize Saudi cuisine, so we wanted the identity to benefit and advertise Saudi community. The photography includes images of people, artisans, artists and so forth from Saudi Arabia with minimal photographic treatment to allow the message now to be subdued. The logotype and grid become the essence of Lubda’s visual identity, making the markers that set the brand apart from competition.