Tarbosh طربوش
The Dubai-based restaurant wanting to disrupt the F&B scene in UAE with a new, fresh and unconventional visual identity, targeting millineals and youngsters.
Dubai
Tarbosh طربوش
The Dubai-based restaurant wanting to disrupt the F&B scene in UAE with a new, fresh and unconventional visual identity, targeting millineals and youngsters.
Dubai
Achieving high brand recognition through a vibrant edgy identity.
Tarbosh is a contemporary, experimental Dubai-based restaurant that blends diverse Arab world cuisines into a versatile menu. Rejecting traditional categorization, it reinvents the dining experience by offering whatever its customers crave. This unconventional approach became the foundation of its brand identity.
Headquarters
Dubai
Founded
2018
Industry
Food & Beverage
Brand concept
Our research into UAE adults aged 20–40 revealed a common experience—growing up with over-controlling parents, where most life decisions required permission. This led to a sense of disempowerment in adulthood, forming the foundation of Tarbosh’s brand concept: a space that breaks the rules and encourages unrestricted choice and freedom.
Brand concept
Our research into UAE adults aged 20–40 revealed a common experience—growing up with over-controlling parents, where most life decisions required permission. This led to a sense of disempowerment in adulthood, forming the foundation of Tarbosh’s brand concept: a space that breaks the rules and encourages unrestricted choice and freedom.
Gamification
Gamification is a core pillar of Tarbosh’s brand identity, creating an interactive and entertaining dining experience. It encourages friends to gather, keeping customers engaged while waiting for their food. This concept extends beyond games, influencing packaging and menu design, with dice playing a central role—allowing guests to randomly select their order and enhancing the playful, unconventional spirit of the restaurant.
Gamification
Gamification is a core pillar of Tarbosh’s brand identity, creating an interactive and entertaining dining experience. It encourages friends to gather, keeping customers engaged while waiting for their food. This concept extends beyond games, influencing packaging and menu design, with dice playing a central role—allowing guests to randomly select their order and enhancing the playful, unconventional spirit of the restaurant.
Menu concept
The menu is designed as a game board, where each item occupies a tile, and customers roll the dice to determine their order. Some tiles introduce playful surprises, like “You don’t deserve dessert, get a salad instead,” reinforcing Tarbosh’s unconventional and gamified dining experience.
Menu concept
The menu is designed as a game board, where each item occupies a tile, and customers roll the dice to determine their order. Some tiles introduce playful surprises, like “You don’t deserve dessert, get a salad instead,” reinforcing Tarbosh’s unconventional and gamified dining experience.
Take-away packaging
Packaging became a dynamic extension of the brand, featuring multiple editions for the same item to keep the experience fresh and engaging. The variety included square, rectangular, and tube boxes, along with custom drink bottles, paper cups, sauce containers, and paper bags in all sizes. The branding even extended to giveaways like notebooks and stickers, ensuring Tarbosh’s playful identity is present in every detail.
Take-away packaging
Packaging became a dynamic extension of the brand, featuring multiple editions for the same item to keep the experience fresh and engaging. The variety included square, rectangular, and tube boxes, along with custom drink bottles, paper cups, sauce containers, and paper bags in all sizes. The branding even extended to giveaways like notebooks and stickers, ensuring Tarbosh’s playful identity is present in every detail.
Table set-up design
The in-house experience was redesigned to align with the new brand identity, making gamification an integral part of dining. Placemats feature interactive games, tables are identified by retro celebrity names instead of numbers, and each table includes a metal dice set, reinforcing Tarbosh’s playful and unconventional atmosphere.
Table set-up design
The in-house experience was redesigned to align with the new brand identity, making gamification an integral part of dining. Placemats feature interactive games, tables are identified by retro celebrity names instead of numbers, and each table includes a metal dice set, reinforcing Tarbosh’s playful and unconventional atmosphere.
Restaurant entrance and uniform design
The retro neon experience extended beyond graphics to shape the entire in-store atmosphere, including an exact replica of the Dubai store exterior. Staff uniforms featured retro Tarbosh shirts, T-shirts, fanny bags, and caps, fully embracing the brand’s playful nostalgia. Waiters weren’t just servers—they were living embodiments of the brand, bringing its personality to life.
Restaurant entrance and uniform design
The retro neon experience extended beyond graphics to shape the entire in-store atmosphere, including an exact replica of the Dubai store exterior. Staff uniforms featured retro Tarbosh shirts, T-shirts, fanny bags, and caps, fully embracing the brand’s playful nostalgia. Waiters weren’t just servers—they were living embodiments of the brand, bringing its personality to life.
Our collaboration with Tarbosh began with an initial mood board from the client, but we pushed beyond aesthetics to fully explore what it means to create an Arabic, retro, neon brand with trendy, Instagrammable visuals. We aimed for more than just a theme—we wanted a bold, unforgettable identity that would stand out in the competitive UAE market. The result was a brand that blends playfulness, nostalgia, and a rebellious edge, making Tarbosh a truly unique experience.
Our collaboration with Tarbosh began with an initial mood board from the client, but we pushed beyond aesthetics to fully explore what it means to create an Arabic, retro, neon brand with trendy, Instagrammable visuals. We aimed for more than just a theme—we wanted a bold, unforgettable identity that would stand out in the competitive UAE market. The result was a brand that blends playfulness, nostalgia, and a rebellious edge, making Tarbosh a truly unique experience.
Contact us at info@mutlaqstudio.com
Or for a quick chat, book an intro call
Designed by Mutlaq Studio © MUTLAQ STUDIO 2025. All rights reserved.
Contact us at info@mutlaqstudio.com
Or for a quick chat, book an intro call
Designed by Mutlaq Studio © MUTLAQ STUDIO 2025. All rights reserved.
Designed by Mutlaq Studio © MUTLAQ STUDIO 2025.
All rights reserved.