The Challenge

The challenge lay in the need to renew the image of Baba’s Halal without losing the essence and recognizable attributes that had already gained notoriety in the market. The challenge was to find the right balance between familiarity and innovation to ensure that the brand remained recognizable and, at the same time, attracted new consumers seeking halal options in an ever-evolving market.

Type of Project​






The Process

Establishing the foundations of a brand requires a methodical process. With an understanding of the business, the audience, and the market, we managed to elucidate the vision, mission, value proposition, and the DNA of the brand, which opened the doors to the subsequent graphic development of Baba’s Halal visual identity.

What did we do?

Research and Analysis

Brand DNA​

Brand Personality​

Tone of Voice​

The Result

We managed to define the elements that had the highest recall from the previous identity and transformed them to create a logo that preserved the essence of the symbol and typography in a more minimalist and timeless way. Likewise, we designed a robust identity that did not rely solely on its logo. Therefore, we generated a whole system integrated by typography, colors, photography, and a tone of voice that distinguishes it from its competitors.

What did we do?

Brand Essence​

Mission, Vision, and Value Proposition​

Brand Look and Feel​

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