Karen Salam

JENKI

About:

Jenki is a UK-based brand known for its bold, ceremonial-grade matcha and vibrant, high-energy identity. With a growing global presence, this project imagines Jenki’s expansion into the Middle East, beginning with Lebanon. The Arabic adaptation stays true to the original English branding—created by Jenki’s team—while carefully translating its visual identity into a new linguistic and cultural context.

The custom Arabic logotype mirrors the original’s playful geometry, incorporating the signature lightning bolt detail from the “K” into the Arabic letter. The brand’s electric green color, which is instantly recognizable, remains central, carrying through in both the typography and supporting visuals to preserve the brand’s spirit across languages.

Challenge

Adapting a well-established brand like Jenki meant working within an existing identity while introducing it to a new market. The goal was to maintain Jenki’s bold tone and visual energy, but make it feel locally relevant for a Middle Eastern audience—specifically Lebanon. A major challenge was incorporating Arabic without fully rebranding: most Lebanese brands lean heavily on English, so I had to strike a balance. Another key point was preserving the lightning bolt in the “K,” a defining feature of the original wordmark, across both scripts.

Solution

I translated the logotype into Arabic, carefully matching the rhythm and geometry of the original, and integrated the lightning bolt into the Arabic “ك” to retain brand consistency. Rather than fully switching to Arabic, I used it selectively—mainly in the logo—while keeping collateral, subheadings, and packaging in English. This bilingual approach reflects local norms and gives the brand a unique, eye-catching twist. I also built out new collateral—matcha pouches, café elements, and social media—designed to feel culturally attuned while staying true to Jenki’s core identity.

Challenge

Solution

Services Provided

• Arabic Brand Adaptation • Visual Identity Expansion • Packaging Design • Collateral & Environmental Design • Out of Home • Brand Application

Services Provided

• Arabic Brand Adaptation • Visual Identity Expansion • Packaging Design • Collateral & Environmental Design • Out of Home • Brand Application

Original Brand Logo