A Levantine bakery startup with aspirations to expand throughout the Northeast corridor partnered with UNION to develop its brand from the ground up.
Our work spanned brand identity and voice development, along with the design of a full suite of brand collateral. We delivered a complete brand system, including website design, a social media kit, custom aprons and tees, merchandise for totes, and packaging design—everything needed to support growth and help the brand reach its long-term goals.
For the brand voice, with the target audience in mind, we introduced playful Arabic lessons that teach customers how to order their favorite savory items. In many parts of the Arab world, it’s common to use terms of endearment when placing an order.
For example:Ya habibee, ka’ak = “Hey sweetheart, I’ll take ka’ak (Jerusalem bread).”
This approach created a soft cultural bridge between Eastern and Western audiences. For Arab customers, it feels familiar, relatable, and charming, while remaining accessible and inviting to those less familiar with the culture.
