Modern Arabic calligraphy Close-up of a stylized coffee cup logo with swirling steam on a brown background. Carakale brewery Jordan
A white ball with a black stripe, resembling a baseball, on a light-colored surface.

Putting Jordan on the global map of artisanal craft breweries with a unique local attitude.

  • Carakale is the first craft brewery in Jordan, established in 2010, family owned with humble beginnings and growing since to export globally.

    The brewery was focused on cultivating the beer culture in Jordan, and putting the country on the international beer map by introducing flavours crafted from fresh and organic local produce along with the highest quality sourced ingredients.

  • I worked with the founder from the start to bring his vision to life, coming up with a unique brand name, derived from Caracal, a wild cat found in Jordan. The name is modified to Carakale, combining “Ale” to make it a unique name for the brewery.

    The logo utilises the local cat with wings, a legend like pegasus, emphasising the uniqueness of a craft beer produced in the region not known for that.

    The challenge with the identity was to create a contemporary Arabic attitude without it being religious or traditional, appealing to a local and global audiences looking for an authentic and bold brand.

    • Brand story

    • Naming

    • Tone of voice

    • Brand positioning

    • Brand identity

    • Packaging

    • Signage

    • Merchandise

Role

Creative Director / Lead Designer

Agency

Personal Project

Man behind a bar counter with several glasses of beer in front of him, logo with the word 'CARA KALE' and a stylized bird design on his shirt. Carakale brewery Jordan
Delivery truck parked in a lot with a sign that says 'Legends on board'. Carakale brewery Jordan
A pint of dark beer with a foamy head on a wooden table, featuring a logo with a stylized owl or bird. Carakale brewery Jordan
A bartender in a bar pouring a dark beer into a small glass. The bar has brass beer taps and a menu board in the background. Carakale brewery Jordan
Two men examining a large metal vat or container in an industrial setting, possibly a brewery or winery, with stainless steel pipes and equipment around them. Carakale brewery Jordan
Two men and a dog sharing a happy moment, with the dog licking one man's face, who is seated and holding a glass of beer, while the other man stands beside them smiling. Carakale brewery Jordan
A flight of six beers in small glasses, arranged on a wooden paddle at a brewery or bar. Carakale brewery Jordan
  • Arabic calligraphy Black background with a gold-colored illustration of a cup, saucer, spoon, and sugar bowl on the left side. The word 'Carakale' is written on the right side. Carakale brewery Jordan

  • Arabic calligraphy yellow background with white and light blue abstract graffiti-style art and the text "Blonde Ale" on the right side. Carakale brewery Jordan

  • Arabic calligraphy graphic design with abstract shapes in white and pastel shades on a teal background, with the text "Pale Ale" in white. Carakale brewery Jordan

  • Arabic calligraphy graphic with purple background and pink, yellow, and orange stylized text spelling 'Whiskey Ale'. Carakale brewery Jordan

  • A maroon background with an abstract, stylized pink and purple outline of a beer glass and the word "Stout" written in white. Carakale brewery Jordan Modern Arabic calligraphy

  • Graphic of a stylized, colorful illustration of a beer mug with the words 'Jordan Pale Ale' on a teal background. Carakale brewery Jordan Modern Arabic calligraphy

A legend with a fierce attitude

An expressive and dynamic Arabic calligraphy was created for the brand name and each flavour, paired with a vibrant and fresh colour palette.

The calligraphy is used as a background texture for the cans, packaging and merchandise, reflecting a contemporary local brand.

Modern Arabic calligraphy. Black T-shirt with gold abstract graphic design, lying on a dark surface, with a small logo tag at the collar. Carakale brewery Jordan
Colorful cans of craft beer with various labels, including Pale Ale, Blonde Ale, and Stout, arranged in a pattern. Carakale brewery Jordan
A can of Carakale Pale Ale placed on a rocky surface outdoors, with a blurred natural background of trees and sky. Carakale brewery Jordan
Colorful round beer labels with various names and alcohol content, including Pale Ale, Blonde Ale, Stout, Whisky, and Black Ale, with Carakale branding and descriptions, placed on a dark gray background. Carakale brewery Jordan
Six-pack of Carakale Jordan Pale Ale beer with green label and red abstract design, mounted on a pink background. Carakale brewery Jordan
A person walking past four colorful posters on a concrete wall advertising different types of craft beer, including Pale Ale, Legend, Stout, and Blonde Ale. Carakale brewery Jordan
Colorful posters advertising different types of craft beers and a black scooter parked on the sidewalk in front of the posters. Carakale brewery Jordan
Collection of beer-related posters and images, including different types of beers such as Blonde Ale, Pale Ale, Whiskey Ale, and a photo of a brewer working. Some posters have descriptions and slogans about brewing, craftsmanship, and the taproom.
A package with a black winged pendant with the words 'Born to be a Legend' shown on the package's background, and a real cat wearing the same pendant wired around its neck with wings spread out, sitting on a wooden floor in a sunlit room. Carakale

Special thanks to Yazan Karadsheh, founder of Carakale Brewery, who trusted me with his vision and project at a time when I was just starting my freelance journey in Jordan.