Karl Kooks

Visual identity and illustration work for up-and-coming chef Karl Kooks.

Bakalian Flour Mills is one of the leading flour mills in Lebanon and the region. The family-owned enterprise grounds its reputation in top quality flour and dedicated customer relations and its passion for milling. They then started with their latest initiative, putting their ingredients and craftsmanship at the forefront, with Bakelab Counter, a cozy bakery in the heart of hip Mar Mikhael where customers will be sure to find their fit.

Guided by Kooks, I put together the presentation for the items he imagined, crafted alongside the pâtisserie team at Cheval Blanc Paris where he interned. I illustrated these delicacies in order to soft launch the flair that we wanted the brand identity to be characterised by. We wanted to emulate with the creation of a simple logo the current context of favouring simplicity and transparent relations and transactions, through mill-to-counter goods. We imagined merchandise items such as a tote bag or food packaging that would be exclusive to the Kooks x Bakelab collaboration. Additionally, we included digital illustrations in the presentation that will be used in the future for social media and marketing purposes, acting like graphic elements, central to the campaign.