This visual identity for a brand of organic vine leaves resumes Arab mythology and tradition as a conceptual starting point and the leaf's formality as the graphic base. The intersection between aesthetics and concept was the number five. Grape leaves have five convex and five concave points, while 'Jamse' –five in Arabic– is a number that carries a strong meaning, especially when repeated.
Jamse Jamse proposes a quality product that is an important cultural base for Arab expatriates, so it retakes patterns and colors related to Lebanese gastronomy and gaming. By juxtaposing these elements with a purist graphic, an added value –consistent with the principles of the company– was generated.