Al Baraka is a Jordanian restaurant group with 18 years of heritage in Amman. When the founders decided to grow beyond Jordan for the first time, they faced an identity built for a local audience — warm, familiar, informal. Bloom redesigned the brand for a regional stage without losing the soul that made it work in Amman.
The situation we walked into.
Al Baraka had something rare in the F&B industry: a genuine story. Eighteen years in the same Amman location, the same family recipes, a reputation built entirely on word of mouth. The dining room was always full. The name was trusted across three generations of Jordanian families.
But that trust was invisible outside Jordan. The logo was hand-drawn and charming in its original context. The menu design was inconsistent across locations. The Instagram presence was run by a nephew with a smartphone. None of this would survive the scrutiny of a franchise negotiation in Riyadh or Dubai.
The brief was to redesign the brand for franchise credibility — to make Al Baraka look and feel like a brand that belongs in a GCC mall or a fine-dining street in Riyadh — while preserving the warmth and authenticity that had made it a Jordan institution.
The work we did.
Brand Identity Redesign
The new identity retained the warmth of the original while adding the rigour of a franchise-ready system. The logo was refined, not replaced — the same letterforms, redrawn with precision and given breathing room. The colour palette moved from the original mix to a focused system: deep terracotta, warm cream, and muted gold.
The brand architecture was designed to scale: a primary mark, a secondary emblem, an Arabic-only lockup, and a set of graphic motifs drawn from traditional Jordanian tile patterns. Every element of the identity was documented in a franchise manual that a new operator in a new market could implement without guidance.
Franchise Presentation Materials
We designed the investor and franchise presentation from the ground up — not as a sales brochure, but as a brand story. The opening page was a letter from the founder, handwritten and scanned. The closing page was a financial model with real numbers. Everything in between was evidence of a brand worth investing in.
The materials included a franchise operations manual, a brand training guide, and a complete social media starter kit that any new franchisee could launch with on day one.
Results, with context.
Signed within 6 months of the new brand identity launch: two in KSA, one in UAE.
The brand redesign retained the essential character of the original while elevating it for a regional stage.
Organic follower growth within 90 days of launching the new brand identity on social media.
Total timeline from initial brand strategy workshop to first signed franchise contract.
"Bloom took a brand that was invisible in its own market and made it the reference point in its category. We didn't brief them on results — they showed up with results."
Our honest reflection.
Heritage is an asset that the brand industry consistently undervalues. Every trend report tells brands to be modern, to be digital-first, to speak to Gen Z. Al Baraka taught us that 18 years of consistent quality is a competitive advantage that no amount of digital-first branding can manufacture.
Franchise investors read brands the way investors read balance sheets. They are looking for consistency, system, and story. The most important thing we produced for Al Baraka was not the logo — it was the franchise manual. That document was the proof that the brand could scale.