Brand Identity, Brand Book, Packaging Design
A longstanding bakery chain established in Jaffa in 1879. The bakery’s products invoke the Arab Mediterranean hospitable culture, with an emphasis on mutual respect and promoting peace and dialogue between Jews and Arabs. As part of its business development, Abulafia decided to refresh its branding to more accurately reflect its brand language. The well known Abulafia logo was refreshed while maintaining its typographical structure, and we incorporated illustrations of the chain’s founders, as well as familiar elements from the famous Clock Square in Jaffa. Together with the colors and interior design, we created an authentic Jaffa experience that could be transposed anywhere, thereby maintaining the strong brand identity.