LRDI - Lahav Reuveni | להב ראובני

Mahlab - a Jerusalem delicatessen

2024 | branding| print

Introduction

Since childhood, I remember the sounds, smells, and flavors of my grandmother Hannah’s kitchen - stews bubbling for hours, pastries in the oven, and the warm feeling of her Jerusalem home.

Hannah was born in Jerusalem to parents of Aleppo origin, and spent her childhood in the city’s courtyards and markets. Her story inspired me to brand a Jerusalem deli that brings her world to life - offering fresh market goods, traditional Jewish dishes, and handmade pastries.

The project aims to recreate the atmosphere of the Jerusalem market and share the richness of a culture filled with stories, flavors, and hospitality - bringing my grandmother’s past, and a bit of my own, into the present

Since I was a child, I remember the sounds, smells, and flavors of my paternal grandmother's kitchen, Grandma Hannah.

The pots of stews that cooked for hours, the pastries and sweets that baked in the oven, all of these colored visits to her childhood home in Jerusalem with warm colors of warmth and love.

My grandmother Hannah was born in Jerusalem 80 years ago, to parents of Aleppo (Syrian) origin, and spent her childhood playing in the courtyards and alleys of the city, and especially on trips to the market with her mother.

The kitchen and cooking were always the heart of the home, the shared meals and the door that was always open to any guest who wished to - we decorated the landscape of her childhood.

Through the idea of opening a delicatessen, I can spread my grandmother's childhood culture and a little bit of mine, to the modern world.

Since I was a child, I remember the sounds, smells, and flavors of my paternal grandmother's kitchen, Grandma Hannah.

The pots of stews that cooked for hours, the pastries and sweets that baked in the oven, all of these colored visits to her childhood home in Jerusalem with warm colors of warmth and love.

The kitchen and cooking were always the heart of the home, the shared meals and the door that was always open to any guest who wished to - we decorated the landscape of her childhood.

Through the idea of opening a delicatessen, I can spread my grandmother's childhood culture and a little bit of mine, to the modern world.

Full brand book

Designing a Visual Identity Rooted in Tradition

To reflect the deli’s cultural roots, the brand’s typography and logo draw from Jerusalem’s visual language. The font was inspired by ceramic street signs found on old city walls, featuring hand-drawn Jewish serif lettering.

During the logo design process, several symbols were explored - including a traditional female figure, a Jerusalem bagel, a vendor’s cart, a crown of vine leaves, and a mortar and pestle - all aiming to convey heritage and warmth.

The final symbol chosen was the mortar and pestle, representing both the Halaby culinary tradition and the deli’s fresh, handmade approach. It’s accompanied by leaves and seeds from the mahleb tree — a spice common in Syrian cuisine - adding a personal and cultural touch.

Bringing the Brand to Life

The brand’s design language draws colorful and conceptual inspiration from Jerusalem and its market, aiming to evoke a sense of authenticity and tradition.
The color palette reflects the city: warm yellow for its stone buildings, and blue for the ceramic street signs.

Illustrations play a key role, focusing on the people and stories behind the products. They’re drawn with rough, expressive brushstrokes to preserve a handmade, honest, and down-to-earth feel — in line with the brand’s values.

Packaging

Each package features a unique illustration inspired by the original stall and seller, with a pop-up character and a short audio clip — authentic sounds I personally recorded in Jerusalem’s market, including voices and statements from the sellers themselves.
Inside, the products are designed to reflect the unique look and feel of each stall.

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