Juma

Iconic Iraq

Have you ever tasted Iraqi cuisine? Most likely you haven’t. That’s what Phillip Juma thought too. In 2013, he left his finance job in search of greater satisfaction in his life, eventually finding himself at the dinner table. Rediscovering the food of his parents and ancestors took his taste buds into over drive. And this new found love quickly became something he felt was too good to keep to himself.

But there was a problem. No one really knew what Iraqi food was. Despite growing his brand, having a strong presence in a bustling Borough market and loved by many within the diaspora community in London, Juma was struggling to get new people to taste the delicacies of ancient Mesopotamia.

For many on lookers, the food was alien to them (as well as the obvious stigma’s attached to the recent history of the nation). And so the easier choice was to pick up a burger or something else familiar. Not only that, the existing brand wasn’t helping to challenge peoples perception of Iraqi food, following the usual tropes of Arab culture.

But this gave Philip a unique opportunity. Whilst the food scene was getting tired of the same old same old, Juma woke the palette, both in its food and cultural resonance. So we built a new brand strategy and identity that welcomed contemporary foodies into experiencing the irresistible flavours of Iraqi cuisine.

Starting first with a new logo, a stylised word mark bridging the historic and the contemporary, writing latin characters with a calligraphic twist. For the new colour palette, we took the traditional green and gave it extra zest so that every touch point would stand out in a busy environment. Illustrations referencing icons of the region including people, architecture, music and fashion were used as an exciting introduction to the history of Iraqi culture. Combined with a bold typeface and tone of voice it allowed the brand to unashamedly call out colloquial language in a modern context.

The final visual identity is an exciting invitation to taste the unique flavours of Juma.