Heritage Halal Market
Branding, Guidelines, Illustration, Environmental
2025
Heritage Halal Market is a family-owned and operated butcher and grocer market rooted in the heart of East Atlanta. Founded and owned by Musa Siddeeq, they are more than just a market — they’re a hub for quality, culture, and intention.
Musa approached me to create a complete brand overhaul for the market. It was in need of a name change and a renovation inside and out, and together we partnered to build out a complete visual identity surrounding the new direction, complete with a finalized name, logo, pattern, color and type palette, stamps, and iconography to the build out of interior and exterior murals, store signage, and more.
For the brand identity, we sought to craft a balance of modern and grit: something uniquely Atlanta in nature. With "Heritage Halal" set in a distinct, bold, customized sans-serif and "Market" drawn with bespoke, graffiti-like script lettering, it's Halal food with the soul of the city. The roots of the brand, accentuated by the new name "Heritage Halal," are on display with organically drawn animals that are an homage to Lascaux cave art as well as vintage-inspired butcher shop and market labels. Wrapped in warm, earthy colors, the brand is approachable and friendly. When the custom labels, animal icons, and colors all come together in rich patterns, we built something that nods to the store’s long heritage but avoids stereotypes or an old-school vibe; instead, it's a refreshed, distinct, and revitalized brand for the store's local community.
Brand Marks
The logo is made up of two parts: the icon (the steer) and the wordmark (the custom letters forming the way that the brand name is written).
The logo can combine these pieces in two different arrangements: stacked or horizontal.
The logo can also be broken up into its two pieces when necessary as well, ranging from using the icon by itself in the simplest, smallest spaces to using the full, stacked logo lockup in larger spaces.
Animal Icons and Patterns
The brand’s concept really comes alive when we take the steer shape, which is the primary brand icon found in the logo, and expand it outward by adding secondary animal icons.
All of the animals use the same shapes and forms found in and inspired by the “Market” handwritten typography.
The animals can combine together to create a rich, repeating pattern.
Color Palette & Vintage Labels
The four main brand colors are Black Bean, Westhighland White, Bee, and Earthen Jug. They are warm and earthy and work great together to provide options for light or dark backgrounds (Black Bean or Westhighland White) with accent colors that contrast and pop (Bee and Earthen Jug).
Taking inspiration from vintage butcher-shop and market-themed label designs, we created a series of stamped labels that playfully insert messages, Halal notices, and contact address information into these shapes. The result is a set of stamps that act like stickers for the brand and can be used as signs or combined with the animals for more complex patterns.
Brand Guidelines & Brand Applications
All of this is spelled out in a comprehensive set of brand guidelines, which shows the full visual identity system in use.
Additionally, the identity system can be best seen on display with the custom-designed interior mural and exterior repainting of the shipping container (painted by Michael Jaso) that runs alongside the store, as well as the three-dimensional, light-up signage for the back and face of the store (built by Tony Yang). We also crafted many other collateral designs that show the brand coming to life in employee apparel, tote bags, social media posts, large outdoor signage, and more.
