HUMP EATS: Fast-Food Brand Identity

This project explored the development of a fast-food brand identity built around an animal concept. The camel was the foundation for the brand, using its distinctive characteristics to create a playful and memorable visual identity.

Company Mission

HUMP EATS is a fast food business that provides quick, delicious fast food favorites with a unique twist. We are designed to appeal to travelers and tourists, offering a perfect mix of familiar fast-food staples and flavorful Middle Eastern-inspired dishes. Our mission is to deliver fast, flavorful meals and aim to create a welcoming and memorable experience for those on the go.

Location & Target Audience

Location

City: Riyadh (capital)

Country: Saudi Arabia

Population: 7 million

Saudi Arabia has one of the largest fast food & service industries in the GCC
High demand for fast food
Camels are the national animal

Target Audience

Anyone who stops for a quick meal
Appeal to travelers and tourists seeking a mix of familiar fast food and Middle Eastern-inspired options

Logo Sketches

Final Logo & Color Palette

The HUMP EATS logo design is inspired by Middle Eastern fast food while appealing to both travelers and tourists. The logo consists of a silhouette of a camel, an iconic symbol of the location and travel, representing both the cultural identity and the idea of a journey taking place. The camel’s hump is replaced by a falafel wrap to visually display what type of fast food the company offers. The color palette of cream and brown was chosen for its earthy and warm tones that can evoke feelings of tradition and comfort. The logo design is versatile and can be interchangeable with either the cream color or brown color depending on the needs of the brand.

Mockups

Stationery Mockups (Business cards, Professional Letterhead and Envelope)

Burger Package Mockups

To create a cohesive brand identity, I designed a custom pattern in Adobe Illustrator featuring burgers, wraps, and fries. The pattern can be applied across a variety of brand materials, such as store headers, backgrounds, and food wrappers.