Souk is a modern Middle Eastern restaurant hidden in an alleyway. Its logo, written backwards as a playful homage to how Arabic is read from right to left, is used predominantly throughout the space and on brand touchpoints, adding texture and visual interest. Other internal fixutres, such as the neon sign in the dining room, also read backwards. The restaurant, taking its name from a crowded middle eastern marketplace, is an exercise in maximalism; the menu covers, for example, are saturated with textured imagery. That, contrasted with clean, monospaced typography, creates a distinctly urban-yet-upscale brand experience.
Souk Branding by Mildred & Duck.