Boxooo brand design

As Design Lead at Boxooo International, I shaped a future-facing brand for a community-centered food and lifestyle hub set to launch in Saudi Arabia in 2026. Given the only constraint was to keep the existing logo, the design system subtly downplays the original mark, leveraging editorial layouts, refined typography, and evocative imagery to elevate the overall brand perception.

From a comprehensive brand guideline structuring the main pillars of design:

• Typography Applying elegant serif and editorial sans-serif fonts for clear hierarchy and personality. 

• Layout Grid-based, magazine-inspired compositions to evoke premium and approachable storytelling.

• Colour palette Warm neutrals and desert-inspired pastels, layered with accent colors referencing premium food produce.

To direction in:

• Photographic imagery and style Atmospheric, warm in tone, soft, candid, and honest, combine contemporary settings with traditional and placing emphasis in freshness when relating to food and produce.

As well as direction and guidance for:

• Social media presence 

• Web design

• Packaging

• Way finding & signage

• Hoarding design

• Uniforms

• Tableware

• Video art

• Internal communication

• Partners & Investor’s pitch decks

The brand identity for Boxooo International channels the promise of an “oasis in the desert,“ instilling calm and belonging amidst a lively, multi-purpose environment—food courts, coworking zones, leisure, and wellness spaces. The result is a visually cohesive, emotionally resonant brand, in both physical and digital spaces, ready to welcome and inspire its diverse community.