+ Mokarabia
Reimagining an Italian Coffee Brand for Qatari Culture
#CreativeDirection #BrandLocalization #F&BBranding #PhotographyDirection #CulturalAdaptation
Overview
Mokarabia is an iconic Italian coffee brand with a legacy dating back to 1950. When they entered the Qatari market, they needed more than just a logo import — they needed a cultural translation.
I was brought in to lead the creative direction and adapt the brand to resonate with the Qatari audience, while still honoring its Italian soul.
The Challenge
Mokarabia’s existing brand identity and communication were classic European — refined but distant.
For the Qatari market, that posed challenges:
It lacked emotional relevance and cultural cues
The visual assets felt detached from local consumer behavior
The brand risked being seen as “just another imported chain”
The challenge was to bridge Italian sophistication with Arab warmth — and make Mokarabia feel like it belonged in Doha without losing its DNA.
The Approach
I led the full creative direction and executional strategy across visual identity, media, and brand behavior:
Adapted the brand tone and aesthetics to match regional tastes — blending Arab visual elements with Mokarabia’s iconic black-and-white look
Directed filming and photography with local context — focusing on mood, space, and cultural moments around coffee
Created localized visual assets for campaigns, packaging, and social — including Arabic type integration and region-specific touchpoints
Built a narrative around “Italian craft, Qatari rhythm” — positioning Mokarabia not just as coffee, but as a cultural moment
Ensured the brand remained premium, but became emotionally accessible
The Outcome
Mokarabia Doha launched with a distinct, elegant, and culturally relevant identity
Visual campaigns resonated strongly with the Qatari audience — increasing brand visibility and engagement
The brand’s presence expanded across key locations with a stronger, localized voice
Showed how creative direction can be both adaptive and respectful — honoring heritage while entering new markets with meaning
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© Hamza Najjar 2025