Oasis Falafel is a beloved restaurant in Iowa City, known for its Mediterranean cuisine and cult-like following. As founders Ofer and Naftaly set their sights on grocery store shelves, they needed a brand that could carry the authenticity of the restaurant into retail, without losing the heart of the brand.

I led the design direction for the launch of Oasis Street Food, a new retail identity inspired by the food cart roots that predated the restaurant. The name itself evokes motion and accessibility, an ideal brand for a growing line of on-the-go hummus and seasonings.

Rather than redesigning the logo, I refined it by raising the horizon line and removing gradients to simplify it across both digital and physical formats. A brighter, more energetic color palette signaled freshness while improving shelf visibility.

Drawing from the restaurant’s hand-lettered chalkboard menu, I carried that tactile surface into the packaging designs. I elevated the nostalgic Cooper font, giving it a stronger presence, and paired it with Brandon Grotesque for clarity and contrast. The result is a classic and contemporary typographic voice with a clear hierarchy in a competitive retail environment.

I also developed a suite of custom icons and a heart symbol, each derived from the Oasis “O,” to create cohesion across touchpoints and build brand recognition over time.

I art-directed all photography for the launch campaign, including a full-day food shoot and PR portraits, ensuring consistency across social, web, and in-store assets.

In 2024, Oasis expanded its retail offerings with new flavors and product lines. I assisted with naming flavors and provided art direction for packaging.

From a local eatery to a grocery aisle standout, this project was about honoring origin while designing for scale and I was proud to help shape that evolution.

Work done as lead designer at Meld Marketing. Photos by Pilsen Photo Coop and DJ Freesmeier.