+ Karaki
How a Neglected Corner Turned Into Qatar’s Most Loved Karak Brand
#BrandCreation #CulturalBranding #QatarF&B #CreativeDirection #KarakCulture
Overview
Karaki started as an afterthought — a small tea shop scribbled in the corner of a blueprint for Medina Centrale at The Pearl, Doha. No one in leadership cared about it. But that gave me an opening: no interference, no ego, just freedom to build something right. I turned that unloved corner into one of Qatar’s most successful F&B brands, now a staple in the Karak tea culture.
The Challenge
When I joined as Creative Director at Palma Group, every restaurant and concept in Medina Centrale had a defined brand — except one labeled simply: “Tea Shop.”
The CEO told me, “No one really cares about the tea shop, Hamza. Just do whatever.”
That sentence unlocked the project: I saw a space to build a fully independent, culturally rooted brand — with no meddling, no compromises.
The Approach
I defined a simple, clear brand strategy: serve Qatar’s beloved Karak tea alongside Luqimat — a traditional sweet that complements the drink
Created the name Karaki — meaning “My Karak” — giving customers an instant emotional connection and personal ownership
Designed a clean, elegant identity that reflected comfort and familiarity, avoiding the gimmicks of competitors
Took full ownership of the branding process: strategy, design, tone of voice, interior cues, packaging, and signage
Since no one at C-level interfered, the brand sailed through approvals without a single revision
I oversaw execution, launch, and day-to-day brand care to keep it consistent and true to its promise
The Outcome
Karaki became the most profitable brand launched by Palma Group at the time — outperforming larger, more invested concepts
Developed a cult following among Qatari youth and Karak lovers, earning a top spot in the competitive local tea market
Proved a core brand truth: the less ego involved, the better the result
The brand became a business case within the company — used as an example of what happens when strategy leads and founders step back
Today, Karaki is not just a tea shop — it’s a cultural ritual wrapped in a brand
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© Hamza Najjar 2025