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Tahina – Israeli street food goes vegetarian.

Brand Strategy
Art Direction
Identity Design
Packaging Design
Social Media Content

All about the vegetables.

Tahina Bar is an ode to the simple and soulful nature of Middle Eastern cuisine. A joint venture between talented Israeli chef Roy Sassonkin and his partner Natalie, Tahina Bar celebrates the food Sassonkin grew up with… but he’s made it all about the vegetables.

A twist on tradition.

With the opening of their first restaurant in Melbourne, Tahina required an identity that would represent their plant-based twist on culinary tradition and attract like-minded customers to their unique food experience.

A fresh origin story.

Chaptr helped Tahina focus in on their origins. Together we worked on the concept of the Hamsa — a palm shaped amulet popular throughout the Middle East.

The Hamsa icon helped represent the cuisine’s heritage as well as helping to promote Tahina’s mantras of health and positivity.

This key icon, coupled with an electric-blue colour palette, modern typography and uplifting verbiage helped Tahina define who they were as a brand, and in turn, helped their customers find them.

Winning over diners.

Tahina has since opened its doors and has found great success! They have won over diners and become a staple food hub for the local community and beyond.


In light of the overwhelmingly positive response. Tahina has started delivering throughout Melbourne and have expanded to second restaurant location in Fitzroy.

"The response to Tahina has been so positive. We are delighted to now have a brand that resonates so well with the community."
Roy Sassonkin
Co-owner Tahina

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