The owner of Wahad, who originates from Pashtun, which is spread across northern Pakistan and southern Afghanistan (predominantly Afghanistan), came to us to develop a food business that connected deeply with Afghan culture, while appealing to the UK street food audience.
We created a brand that embodies the essence of Afghan culture with a modern twist. The name “Wahad,” signifying unity, was central to our messaging, aiming to open hearts and stomachs. The visual identity, tone of voice, and messaging reflect the fusion of Afghan culinary traditions, with Western street food favourites like wraps and burgers, but with a unique Middle-Eastern twist.
Inspired by the rich cultural influences from Pakistan, Afghanistan, Iran, Turkey, Greece, Mongolia, and Persia, our client aimed to create a food business that would not only offer a modern twist on traditional Afghan flavours, but also cater to Western tastes. This led to the creation of Wahad, which seeks to bring people together through a modern, healthy, and delicious street food experience.
As a start up business, it was essential that we educated new customers, as well as excited them when it came to the brand’s launch. With one of the main messages being that Wahad the food wasn’t as spicy as typical Afghan food, in order to suit a more Westernised palette. We got this message across with fun copy lines such as ‘Nicely spicy’, to entice people who might originally be put off trying these new flavours, reassuring them that Wahad food is for everyone.
The main focal point of the branding are the kite shapes, in Afghanistan, kite flying is a popular tradition, paired with bright and bold colours. This allowed us to have a real point of difference in the street food industry, whilst serving up something new and fresh that people wouldn’t expect.
From the menu, eye catching trailer design, social media support, to the landing page, and even working with their food consultancy to ensure all marketing materials were aligned, we’ve supported the Wahad team and helped them navigate the industry as a start up, giving them the tools to thrive as a business.
Wahad stands out as a fusion of Afghan culture and modern UK street food trends, offering a unique dining experience that brings people together.
