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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.

Heritage Halal Market ↗

Logo for Heritage Halal Market with brown background and white and yellow text.
Text reading 'Heritage Halal Market' on a brown background.
Minimalist line drawing of a steer in yellow on a dark background.

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.

Dark brown background with light brown line drawings of various animals such as cows, chickens, ducks, and goats, with the text "Heritage Halal Market" in the center.

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.

Green rolling hills with distant mountains under a cloudy sky, overlaid with white text displaying vintage-inspired stamps for a butcher shop in Atlanta, Georgia.
A pattern of various icons and phrases related to meat, including stylized drawings of chickens and goats as well as text slogans like 'A cut above the rest,' 'Raising the steaks,' 'Where neighbors meat,' and 'Halal,' on a mustard yellow background.
Pattern of stylized yellow chickens, turkeys, cows, goats, and fish on a brown background.

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.

Sign on a brown container wall reading 'HERITAGE HALAL Market' with green leaves partially covering the right side and a partly cloudy blue sky in the background.
Two storefronts side by side in a Before and After image. The Before store sign is a red and black sign with contact number. The right store is Heritage Halal Market, with a yellow cow logo on a gray background, and has an 'OPEN' sign in the window.
Exterior of Heritage Halal Market building with grey walls, blue decorative arches, and a sign with a yellow logo. A shopping cart is near the entrance, and there is a large brown shipping container on the side.
Sign reading 'Heritage Halal Market' on the front of a building with a partly cloudy sky overhead.
Sign on the door of Heritage Halal Market displaying business hours, located at 536 Fayetteville Rd, Atlanta, GA. The hours are Monday, closed; Tuesday, 12 PM to 5 PM; Wednesday, 11 AM to 7 PM; Thursday, 11 AM to 7 PM; Friday, 11 AM to 7 PM; Saturday, 11 AM to 7 PM; Sunday, 12 PM to 5 PM.
Design blueprint for Heritage Halal Market front signage with dimensions, including logo of a steer, and sections labeled for brand guidelines.
Exterior of Heritage Halal Market with parked cars and trees in the background.
A brown paper bag with a Heritage Halal Market sticker, a yellow sticker with a steer icon, and a strip of white paper with black animal icons printed as a repeating pattern.
Business cards and colors on a wooden table at a marketplace.
Paper bag with 'Heritage Halal Market' printed on it, containing a sandwich with lettuce, tomato, and possibly other ingredients, on a wooden surface.
A roll of transparent tape with black illustrations and text about chicken, steak, and grilling, resting on a white surface with a wooden background.
Bright orange brick wall with white chalk-style mural of a goat and chicken running along a wilderness scene inside Heritage Halal Market.
Design plan for a heritage halal market interior mural featuring a white line drawing of a rural landscape with mountains, trees, animals, and a river on a brown background, with open doorways labeled at the bottom.
Wall mural with orange background and white outlines of plants, a bird, and a goat.
White line art of leafy plants painted on a brick orange wall.
Menu of Heritage Halal Market with sandwich and a partially visible drink on a wooden table.
A black shopping bag with white illustrations of animals and words, labeled "HERITAGE HALAL Market," leaning against a white wall with sunlight casting shadows.
A person wearing a black baseball cap with a gold embroidered steer logo and a black jacket, looking down with the face partially obscured.
Smiling man wearing a patterned shirt and an apron that reads 'HERITAGE HALAL Market' in a market or store setting.
Open box of matches labeled 'Heritage Halal Market' on a wooden surface.
A circular coaster with an orange background, featuring a black outline drawing of a cow and black text surrounding it, placed on a wooden table with a glass of water partially visible.
White plate with black and white paper napkin featuring bird and animal sketches, placed on a wooden surface.
A paper cup of black coffee on a wooden table, with a logo of a steer's head and the words "HERITAGE HALAL Market." Part of a dessert with chocolate and white topping is visible in the foreground.
A billboard advertisement for Heritage Halal Market featuring the slogan 'The steaks have never been higher,' with illustrations of various animals such as a chicken, cow, turkey, and goat, on a brick wall background.

Credits


Client
Heritage Halal Market

Owner and Operator
Musa Siddeeq

Brand Designer, Illustrator, Creative Director
Russell Shaw

Hand-Painted Signs and Mural Painter
Michale Jaso (Jaso Signs)

3D Light Up Exterior Sign Manufacturer
Tony Yang (Tony Signs)