JAT

Background

Lebanon faced severe economic challenges, with its currency losing over 90% of its value, severely impacting food and beverage businesses. With dwindling profits and healthy food becoming a luxury, Five17 was tasked to develop a cloud kitchen concept focused on making healthy food accessible to all. The goal was to cater to fast-paced lifestyles with convenient, cost-effective options without sacrificing quality and modern appeal.

Proposal

Five17's vision was to modernize Lebanese cuisine into convenient bowls or rolls, maintaining its wholesome, seasonal ingredients. This approach not only appealed to trend-conscious consumers but also ensured cost-effective, satisfying meals. This concept became the project's cornerstone, shaping the cloud kitchen's identity. After thorough market research and strategic planning, the brand embraced transparency and simplicity at its core. Thus emerged JAT, named after the Arabic word for "bowl," a name that's both straightforward and evocative, instantly connecting consumers with the brand's offerings.

Identity

JAT's visual concept emphasizes that it's not just about the bowl, but also the seasonal, locally-sourced ingredients inside, blending tradition with modernity. The logotype, inspired by tossing ingredients, forms a playful brand language with welcoming colors and textures. This creates diverse patterns and compositions, enhanced by targeted copywriting that echoes the brand's narrative. Efficiency is key in all aspects, from a mobile-optimized menu to user-friendly packaging with personalized touches, ensuring a delightful experience for those enjoying their wholesome Lebanese meal.