Fried Chicken. The Arab Way.

Mawred Al Osool set out to create a fast food chain that redefines comfort food in the Arab world and beyond. With an ambition to make fast food cleaner, high quality, and rooted in cultural pride, they envisioned a fried chicken concept that felt proudly local while having international appeal. Through interviews and brand exercises, we helped them strip away what the brand was not, and clearly define what it stood for. The positioning became simple and bold – fried chicken the Arab way.

Dabboos. A name that strikes the balance every great brand needs, culturally familiar, globally accessible, and feeling like it always existed. We built a world around it to match. The logotype moves between Arabic and Latin scripts as naturally as the culture does. At the heart of the system sits a brandmark that operates on two levels simultaneously: the Arabic letter د, with the shadda above it reading as the ruffled skin on a chicken's head. You see the letterform. Then you see the bird. You can't unsee either. Completed by a palette of midnight navy and Fried Orange, geometric shapes drawn from Arab graphic heritage, and a pattern woven from nothing but the brand's own name — repeated until it becomes texture, wallpaper, world. Rooted without being nostalgic. Modern without being borrowed.

Following a soft launch in Jeddah in 2026, the brand’s goals are to scale across Saudi Arabia and eventually expand internationally. The brand already stands as a bold, recognisable platform with strong emotional resonance, poised to become a regional leader and a cultural export.