The Middle Feast was a pop-up at Fred the restaurant, rooted in centuries of tradition, bringing the soul of Levantine cooking to life across logo, brand identity, menu, deck of cards, and social media graphics. Warm bread, bold herbs, bright spices, and a spirit of sharing define the region, dishes inspired by meals passed down through generations, shared under olive trees and around generous tables.

Fig Wine

Pomegranate Pink

Sage Leaf

Pistachio Green

Golden Za'atar

Aubergine

Pita Cream

Clay Terracotta

Olive Grove

The visual direction draws on the earthy tones of the Middle East, paired with Arabic script, down to writing "Fred" itself in Arabic, honouring the stories, flavours, and rituals of a deeply communal cuisine.