Projects Food & beverage · 2025

Berovan.

A taste of timeless craft, grilled with tradition, wrapped in story: an identity where Levantine street food meets Armenian heritage.

Berovan Arabic logotype with a vase silhouette on peach ClientBerovan SectorFood & beverage Year2025 ScopeBranding & identity design, Arabic logotype, Pattern & illustration, Social

01

Challenge

Berovan sits where two worlds meet: the Levantine spices, aromas and textures of “Shami” street food, and the hearty, rustic flavours and intricate designs of Armenian heritage. The brand had to feel humble like street food and rich like the cultures behind it.

  1. 01 · Challenge
  2. 02 · Approach
  3. 03 · Impact
Art and creative direction: Serb, Zaid Lakhel. Graphic design: Zaid Lakhel.View on Behance The thinking behind the brand

Two cultures. One crafted identity.

Bring Levantine street food and Armenian heritage together in a brand that feels accessible and rich in character.

01

Positioning

Balance the humility of street food with the richness of the cultures behind the offer.

02

Creative decision

Custom Arabic lettering, Armenian tile references, Levantine motifs and a warm palette carry the story.

03

System

Vessel illustrations and patterns connect packaging, menus and social communication.

Brand motion

The identity in motion.

Brand motionThe identity in motion
The identity in use

Brand applications.

Moodboard: table decoration, circular patterns, arches and lines Arabic typography on deep plum Vessel icons on spicy orange Logotype with a carafe Logotype on a cup Colour system: deep plum, rosy, soft cream, peach apricot, sunset peach, spicy orange Patterns and textures inspired by Armenian tiles and Levantine motifs Line-art illustration set Social media posts Berovan logotype Next projectYa3ni.View Available for new projects

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