Making Salads The Main Event
The Problem
When did salads become the sidekick instead of the star? That’s the question Zest set out to answer, and change! The founder, Lulwa Jhail, came to us with one goal in mind: to reimagine the salad experience as fresh, cool, and full of life. One that didn’t feel restrictive or boring, but bold, zesty, and downright delicious.
Services
Brand Strategy
Visual Identity Management
Location
Kuwait
Industry
F&B
Collaborator
Step 1
Defining the Brand’s Identity We began by digging into the category: Salads, salads, & more salads! Our research looked at regional and global players to understand how “healthy” was being marketed, and how Zest could stand out. The opportunity: A new generation of salad lovers wanted flavor, flair, and a customizable experience without the ingredient compromise. With a vision of “Salads, reimagined,” the strategy focused on elevating a salad bowl into a showstopper. The tone developed was joyful, expressive, and full of appetite
Step 2
Bridging Language & Visuals Working alongside Studio Nesef, we transformed the brand into a bold and beautiful visual universe. The logo was designed to feel fresh and sprouted, mimicking the movement of leafy greens. Zesty yellows, mellow creams, and a grounding kale green took over the visual identity.
Step 3
A New Profound Desire For Salads Zest launched in Q4 of 2024 as a salad bar that redefined the category. Today, it’s serving up show-stopping salads that are anything but an afterthought. The brand turned a bowl into a stage, and gave greens their well-deserved standing ovation.