Jaji is a woman-owned Afghan restaurant located in the heart of Oakland, California. This brand identity project centers around telling a powerful, personal story—one rooted in Afghan heritage, family tradition, and the strength of matriarchal leadership. The goal was to develop a brand that feels warm and soulful yet refined and modern—bridging the richness of Afghan culture with the tastes and sensibilities of a contemporary audience.

At its core, the strategy for Jaji was to reflect the values and vision of its founder: a strong, Afghan woman sharing not only food but a legacy. This meant the identity needed to:

• Celebrate Afghan Culture – highlighting traditional patterns, colors, and iconography in subtle and modern ways.

• Honor Family and Heritage – storytelling through the brand voice and visuals that evoke generational recipes and the spirit of hospitality.

• Empower Modernity – present a confident, design-forward look that resonates with today’s diners in a competitive and culturally rich city like Oakland.

This duality—deep-rooted tradition paired with progressive design sensibilities—became the foundation for the brand voice, visual identity, and overall experience.The visual identity balances earthy textures, calligraphic elements, and warm tones with clean typography, bold layouts, and modern editorial styling.