Maladh Syrian Cuisine:

Developed the brand identity of a non-profit restaurant that empowers Syrian refugees in Vancouver through food sharing, culinary training, stories and community.

Client:
Maladh,
Syrian Restaurant,
(Student Project)
My Role:
Branding, Web Design,
Print Design, Packaging,
Copywriting
Timeline:
4 weeks, 2024
Collaborators:
Illustration by Theo Samosir
Case Study
Cocoa Passion Packaging

The Challenge:

Syrian refugees arriving in Canada often have a difficult time finding employment. While many may be highly skilled, they typically encounter numerous obstacles, including a lack of resources and racism in the workplace.

Insights & Strategy:

• Despite their skills, over 60% of refugees in Canada struggle to find employment due to language barriers, credential recognition, and systemic discrimination.

• Only 28% of working-age Syrian refugees in Canada are employed within their first five years of arrival.

• Food is one of the most trusted ways Canadians engage with other cultures, with 74% saying cuisine improves cultural understanding.

Chocolate Packaging 1 Chocolate Packaging 2

The Solution:

To create employment opportunities for refugees through food preparation. Maladh, which means 'haven' in Arabic, started off as a food truck that served Syrian dishes prepared by Syrian chefs. To increase Maladh’s impact, the restaurant started offering cooking classes for refugees. This not only provided them with a source of income but also fostered social connections. Maladh has now expanded into a six-month intensive program that helps refugees launch their own thriving culinary businesses.​​​​​​​

Syrian restaurant food truck design and branding
Chocolate Packaging 1 Chocolate Packaging 2
Cocoa Passion Packaging

Packaging

Maladh has two types of packaging, one for takeout and delivery and the other to be bought in grocery stores.​​​​​​​

Chocolate Packaging 1 Chocolate Packaging 2

Initial Sketches:

The spiral of dumplings in the traditional Syrian dish Qatayef inspired the logo. The colour palette reflects the hues of spices and herbs used in Syrian cuisine.​​​​​​​

Cocoa Passion Packaging
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