CREATIVE DIRECTIONA CULTURAL BRAND, SERVED DIFFERENTLY
A creative vision for Zooba. From food people see,
to culture they connect with, and a personality they remember.
THE FIRST CHAPTER
One vision. Many stories.
SINGLE-MINDED PROPOSITION
Egyptian culture,
told through food.
The objective is to build a Content Ecosystem that goes beyond showcasing food. Zooba’s digital presence becomes a space for culture, lifestyle and culinary storytelling, with a recognizable personality and a strong connection to its Egyptian roots.
Every piece of content builds on the next. People should recognize Zooba through the way it tells stories, as well as its logo.
From “What’s on the plate?”
to “What’s the story behind it?”
The first three months focus on restructuring Zooba’s social accounts and applying the new visual and creative direction. The goal is a consistent, recognizable presence across every platform.
Apply the new direction across colors, typography, layouts, photography and composition, so every platform expresses the same brand personality.
Structure the content around clear pillars and categories. We will discuss, define and agree on their roles together with the Zooba team before execution.
Give each series a distinctive, recognizable style while maintaining one unified brand personality across formats and platforms.
Develop a structured publishing approach. Every short and post has a clear role and contributes to the broader brand communication, rather than existing in isolation.
Review and refine bios, highlights, feed layouts, covers and overall account presentation, so the first impression tells the same brand story.
Visual identity + content + brand personality,
working under one clear creative direction.
The four proposed pillars connect the stories within one content ecosystem. We will agree on each pillar’s definition and its final balance together.
The people, streets, habits and everyday stories that give Egyptian food its meaning. We explore the culture around the plate, as well as the plate itself.
Bold and authentic: music choices, the chef’s opinions, humor and Egyptian details that give Zooba a recognizable voice and a human face.
Explore how Egyptian food and culture are experienced at Zooba branches outside Egypt, through local communities, cultural exchange, customer experiences and each branch’s identity.
Music, seasons, merchandise and everyday moments. A natural extension of Zooba’s identity into a way of life that stays with people after the meal.
The brief defines the brand as bold, authentically Egyptian and culinary, with film photography aesthetics. We translate these qualities into consistent creative execution.
REFERENCE 01 / COLOR & FOODColors, compositions and creative choices with confidence, making Zooba’s personality stand out in a crowded feed.
Egyptian cooking, people and traditions are the source of the story. Authentic details, expressed through a contemporary lens.
Photographic texture and character. We will align on the visual treatment and how it carries through photography and editing.
Identity goes beyond a logo.
Every detail tells the same story.
FOOD. CULTURE. EVERYDAY LIFE.
Explore each idea: what it means, what it covers and how it can be presented. Episode titles and examples are initial concepts for discussion, not published work.
A monthly music selection reflecting Zooba’s personality: Egyptian classics, underground music, new discoveries and songs connected to food or culture.
Travel to the places of origin of our dishes and ingredients. Document the people, traditions, environments and stories behind Egyptian food.
CULTURAL IRREGULARITIES / MERCHExplore unusual, funny, familiar and nostalgic aspects of Egyptian culture. Turn expressions, habits and social situations into merchandise stories and designs.
Introduce the chef as a person with opinions, stories, cooking experiments and food recommendations. Build a series people return to for the personality behind it.
Create international content for Zooba branches outside Egypt. Explore how people experience Egyptian food and culture in different countries.
Creative campaigns around Ramadan, Eid, summer, winter, back to school and other relevant cultural moments.
The proposed scope in the brief: six video shorts, each 60 seconds long, and six posts. The delivery schedule will be agreed in the meeting.
Stories with a beginning, a personality and a message, built around the pillars and ideas we agree on.
Content that complements the shorts and creates space for design, culture and the brand’s personality.
In the meeting, we will define the delivery cadence, platforms and formats, filming locations, access to the chef and branches, music selection and the scope of merchandise execution.
A fresh creative direction each quarter keeps Zooba’s content relevant, unexpected and open to new ways of telling stories throughout the year.
Align on the foundation, prioritize the ideas and define execution. Check off the points discussed and capture your meeting notes on this device.
Egyptian stories.
Served the Zooba way.