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