The Abu Julia Restaurant

Brief

Abu Julia built something rare: a genuinely loyal following, millions of people across the Middle East and beyond, drawn in by authentic Palestinian-inspired cooking and a personality that translates as naturally on a phone screen as it does around a dinner table. The brief was to take that digital equity and turn it into something physical. A brand identity that could carry the warmth and authenticity of Abu Julia's online presence into a real hospitality experience, starting with the launch of his first drive-through in Amman, Jordan.
‍

Strategy

The opportunity and the risk were the same thing. Abu Julia's following is built on personality and authenticity. Any move into bricks and mortar had to feel like a natural extension of what people already loved, not a corporate dilution of it. The strategic task was to codify what made Abu Julia compelling without flattening it, translating the energy of his content into a brand system that could work across signage, packaging, uniforms, and every other touchpoint a physical venue demands.
‍

Creative

Karak developed the full Abu Julia brand identity and extended it across the customer journey from the moment someone pulls into the drive-through to the moment they leave. Every element was designed to feel consistent with the world Abu Julia had already built online: warm, characterful, rooted in genuine food culture rather than fast food convention. The brand had to work hard across formats, from large-format exterior signage down to the details that make a hospitality experience feel considered rather than generic.
‍

Results

August 2024 saw the first Abu Julia drive-through open its doors in Amman. A social media brand became a physical destination, with an identity built to grow alongside it as the experience expands.

‍