BISHAHI — Branding, Packaging & Full Identity System
A refined yet approachable brand identity crafted to redefine frozen meals as gourmet, fresh, and elevated dining experiences.
Overview: BISHAHI is a gourmet frozen food brand built on the idea that convenience should never come at the cost of taste, nutrition, or quality. Its name, “Bishahi,” is a playful Arabic expression used to describe something utterly delicious — perfectly encapsulating the brand’s promise. Bishahi’s mission is to bring chef-prepared meals closer to customers, using a blast-freezing method that locks in freshness and flavor without compromising nutrition. Each dish is crafted by talented chefs, allowing customers to enjoy a premium culinary experience in just a few simple steps. I was commissioned to create the brand from the ground up, covering everything from the logo iconography and packaging to vehicle branding, social media, and a comprehensive brand guideline book.
My role: Lead Designer — creative direction, logo design, visual identity system, packaging design, social media templates, vehicle branding, marketing collateral, stationery, digital and printable materials, and full brand guideline book.
Challenge: The challenge was to design an identity that overcame the common perception of frozen food as low-quality, unhealthy, or purely utilitarian. Bishahi needed to feel gourmet yet accessible — communicating trust, freshness, and deliciousness, while also being adaptable across diverse applications such as packaging for multiple product lines, delivery vehicles, and digital platforms. The brand had to stand out in a competitive food market by balancing culinary sophistication with everyday convenience.
Approach: The process began with research into gourmet dining experiences, food packaging systems, and lifestyle-driven food branding. Moodboards explored appetizing color palettes inspired by natural ingredients, warm yet modern typography, and expressive visual elements that emphasized flavor and quality. From there, I developed three branding concepts before refining the chosen direction into a unified system. The logo was designed to embody deliciousness and approachability, while the packaging system highlighted clarity, freshness, and premium quality across different product categories. A full set of brand guidelines was created to cover every touchpoint — from social media templates and print collateral to interactive packaging elements, vehicle wraps, and marketing materials.
Deliverables: Logo design, brand style guide, packaging system for multiple product lines, iconography, vehicle branding, stationery, social media templates, marketing collateral, digital and printable materials, and full brand guideline book.
Outcome: The final brand positioned BISHAHI as a new standard in the frozen food industry — not just “meals from a freezer,” but gourmet dining made accessible. The cohesive identity communicated freshness, quality, and trust, giving Bishahi a distinctive voice in a crowded market. Packaging stood out on shelves with clarity and appeal, while the extended applications (vehicles, social media, and branded collateral) reinforced consistency and recognition. The comprehensive guideline book provided Bishahi with a long-term framework for maintaining a polished, professional presence as the brand grows.
Want to turn your food concept into a brand people crave? Let’s talk — I design identities that taste as good as they look.
