Background

Karak Bros was born as a sister concept to Afghan Burrito, envisioned as a café celebrating Middle Eastern and South Asian tea traditions. The idea started simply: introduce our original Karak Chai, served both iced and hot, to the Afghan Burrito menu. The reception was immediate — it quickly became our best-selling drink, surpassing Mexican Colas and Aguas Frescas.

Encouraged by the demand, we expanded into signature variations like the Pink Chai (made with green tea) and the Purple Chai (lavender hue with a tropical twist). Both were crafted vegan to ensure inclusivity and broader appeal. These drinks gave Karak Bros its own distinct identity and became the foundation for creating a full café brand around chai culture.

Design Goals

1. Cultural Authenticity – Honor the heritage of chai through Arabic and Urdu lettering, shaping the submarks to resemble tea cups.
2. Flavor Storytelling – Reflect the warmth and spice of chai through the color palette and typography.
3. Scalable Identity – Build a system adaptable to café signage, digital channels, menus, and packaged beverages.
4. Inviting Modernity – Balance tradition with a design system that resonates in a contemporary Bay Area context.

The Identity System

• Primary Logo – A serif wordmark with character and warmth, paired with a stylized submark that functions as a cultural anchor.
• Submarks – Arabic and Urdu interpretations of “Karak,” illustrated in a way that resembles a tea cup, symbolizing hospitality and heritage.
• Brand Variations – Horizontal and vertical lockups for flexible use across packaging, signage, and digital media.

Visual Language

Color Palette – Inspired by the flavors and ingredients of chai.

• Cardamom Brown (deep and earthy)
• Burnt Saffron (warm and vibrant)
• Zaytoon Green (herbal and grounding)
• Spiced Chai (rich and cozy)
• Cream Foam (soft, creamy balance)
• Bay Black (bold and versatile)

Typography – Bold yet friendly serif type, echoing the grounded richness of chai while complementing the fluidity of Arabic and Urdu scripts.

Digital Touchpoints – Social profile applications designed for instant recognition across platforms.

Product & Flavor Story

The brand is not only visual — it is rooted in flavor.

• Original Karak Chai – A spiced black tea blend simmered with cardamom, cinnamon, cloves, and milk, offering a creamy, aromatic comfort.
• Pink Chai – Vegan, naturally tinted with beetroot, delivering a slightly earthy sweetness with cardamom undertones.
• Purple Chai – Vegan, infused with lavender for a soothing, floral twist on the classic.
  

These drinks embody the brand values of warmth, inclusivity, and creativity, bringing people together over a shared ritual of chai.

Outcome

The Karak Bros identity translates seamlessly from café signage to packaging, enabling a future café launch while retaining strong cultural authenticity. By anchoring the brand in both visual storytelling and flavor innovation, Karak Bros has established itself as a recognizable concept distinct from Afghan Burrito, yet still part of the same entrepreneurial family.

• Chai became our #1 selling beverage in less than a year.
• New drinks expanded the menu, with vegan options increasing accessibility and inclusivity.
• The brand identity now provides a strong foundation for future café expansion and packaged chai products.

Reflection

Karak Bros demonstrates how branding, culture, and product innovation can work hand in hand. What began as a menu experiment grew into a standalone concept with scalable potential. This project allowed me to design not just a logo system, but a brand experience — one that blends heritage with modern café culture and translates flavor into visual storytelling.