E-commerce
Web Design
Shopify
Give Me Sambusak
Brand identity, packaging, spatial design and self-ordering experience for a playful Tel Aviv street-food concept.
Context
Academic branding project
Scope
Brand System · Exhibition Stand · Self-ordering Tablet
Role
Brand Identity · Packaging · UX/UI
Year
2023
The Challenge
The brief was to build a complete street-food brand around a single dish — from identity and packaging to a physical exhibition stand and digital ordering experience.
The challenge was to take sambusak, a familiar Middle Eastern pastry, and make it feel relevant, playful and desirable to a younger Tel Aviv audience.
The Concept
The concept reframes a familiar traditional food through a younger, more expressive visual language. Bold color, playful graphics and an intentionally rough cardboard material create a contrast between the dish’s familiar roots and a more contemporary street-food experience.
Customization became part of the idea itself—turning sambusak from a fixed product into something users could build around their own taste.
Identity
The identity uses an energetic palette of yellow, blue and pink, paired with bold graphic symbols and an informal typographic style. The system was designed to feel instantly recognizable from a distance while staying flexible across packaging, signage and digital interfaces.
Visual Language
A small set of illustrated symbols extended the brand beyond the logo, creating a flexible visual language for packaging, signage and interface moments.
Packaging
The packaging carries the same bold visual system across takeaway bags, food containers and supporting materials, using simple cardboard surfaces as part of the brand rather than hiding them.
The Stand
The stand was constructed from cardboard boxes, turning the material itself into part of the identity. Instead of treating the structure as a neutral display, the graphics, packaging and physical form were designed as one branded environment.
The Ordering Experience
The self-ordering tablet translated the same brand personality into a functional ordering flow. Users could choose a ready-made option or build their own sambusak by selecting size, dough, filling, toppings and dips.
Getting Started
Checkout
Customization
Start
Customization
Final Outcome
The final system came together as a physical stand combining the identity, packaging and self-ordering experience into one cohesive brand environment.
