🍽️ Falafel Fusion — A Brand Revival Case Study

Role: Content Strategist | Mock Project | 2020

📌 Overview
Falafel Fusion, a fictional Jordan-based street food restaurant, had strong roots but an outdated identity. With Gen Z foodies dominating the conversation online, the challenge was clear: turn this local classic into a scroll-stopper without losing its soul. I reimagined the brand’s voice, visuals, and digital presence with a bold, modern twist.

🎯 Goals
Refresh the brand to resonate with Gen Z and young Millennials

Redesign the Instagram experience

Script a teaser campaign for a relaunch

Spark community buzz through cultural storytelling

🧠 Target Audience
Primary: Gen Z (18–25), trend-driven, mobile-first diners

Secondary: Millennials (25–35) nostalgic for local food with a twist

Pain Points: Boring visuals, generic captions, low cultural relevance online

📦 Deliverables
Brand Voice Guide: Bilingual, cheeky, culturally rooted

Instagram Grid Redesign: 9-tile makeover with color-coded themes

Teaser Campaign Script: “From Downtown to Your Feed”

Influencer Seeding Plan: Micro-creator outreach + street-style tasting kit

Story Highlight Covers: Iconic menu visuals (e.g., falafel emojis, mint tea, pickles)

💡 Creative Direction
“Nostalgia with a Kick.” The rebrand plays with bold colors, Gen Z humor, and nostalgic cues from 90s Jordanian pop culture. Arabic-English wordplay, meme references, and upbeat design transformed the brand from old-school to online-friendly.

📊 Hypothetical Results
+300% increase in IG engagement in first 30 days

Over 1,000 UGC posts with #FusionForReal

8 local creators posted organically after product seeding

1.5x growth in store traffic during mock launch week

🔁 Reflection
This project showed me how design, voice, and community building intersect. I learned how to remix cultural pride into contemporary content that resonates without relying on paid reach. The goal? Make falafel viral again—and make it feel like home.