Koobála

Client

Koobála

Type & Format:
Startup Fast Casual Restaurant
LOCATION:
Washington, DC
Locations:
1
Website:
https://www.koobala.com/
Opened:
2017
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Mission

When three partners approached us, they had a blank slate and a single recipe: Moroccan-style roasted chicken. No name, no brand — just a shared ambition to create something fresh, flavorful, and fundable.

Our role was to help shape that ambition into a compelling concept. Through intensive consulting, brand exploration, and market research, we presented three distinct directions. But we knew the brand would only succeed if it was rooted in something real — something that resonated not just with the market, but with the founders themselves.

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Outcome

One concept stood out: a warm, inclusive dining experience inspired by harmony and shared experience. That direction sparked an emotional connection — reminding the partners of the way families used to gather, eat together, and connect back home in Morocco. That became the soul of the brand.

From that moment forward, everything aligned. We named it Koobála — an original word that felt fresh, global, and welcoming. It became the borderless chicken bistro: a brand built on the idea that food tastes better when it’s shared. No borders between cuisines, no barriers between guests — just a harmonious blend of global flavor and togetherness.

Outcome

One concept stood out: a warm, inclusive dining experience inspired by harmony and shared experience. That direction sparked an emotional connection — reminding the partners of the way families used to gather, eat together, and connect back home in Morocco. That became the soul of the brand.

From that moment forward, everything aligned. We named it Koobála — an original word that felt fresh, global, and welcoming. It became the borderless chicken bistro: a brand built on the idea that food tastes better when it’s shared. No borders between cuisines, no barriers between guests — just a harmonious blend of global flavor and togetherness.

Impact

With a clear story and strong brand in hand, Koobála’s founders secured investment and launched their first location in 2017 to overwhelming community support.

What began as a single dish became something much bigger: a welcoming space for adventurous eaters, busy families, and curious newcomers alike. Koobála’s signature experience — shared meals, borderless flavors, and a “come as you are” attitude — quickly turned it into a standout in the fast-casual market.

That’s the Koobála spirit — and it all started with a spark of discovery.

Impact

With a clear story and strong brand in hand, Koobála’s founders secured investment and launched their first location in 2017 to overwhelming community support.

What began as a single dish became something much bigger: a welcoming space for adventurous eaters, busy families, and curious newcomers alike. Koobála’s signature experience — shared meals, borderless flavors, and a “come as you are” attitude — quickly turned it into a standout in the fast-casual market.

That’s the Koobála spirit — and it all started with a spark of discovery.

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Borderless
Chicken Bistro

The Services

Concept Development
Brand Strategy
Naming
Visual Identity Design
Brand Guide & Style Guide
Interior Concept Renderings
Food Photography & Supporting Graphics
Copywriting
Website Design & UX/UI Strategy
Investor Deck Design & Coaching
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Koobála
full case study

Exploring the Concepts

When the Koobála partners came to us, all they had was a standout chicken recipe — no name, no identity, no direction. We began with deep discovery work, leading collaborative conversations about their vision, values, and ambitions.

From this, we developed three distinct brand concepts: Open Air Market, Way of the Future, and Elemental. Each concept was presented with full moodboards, voice explorations, and early thematic visuals to help the founders imagine the possibilities.

The Elemental concept struck an emotional chord. It evoked harmony, balance, and togetherness — ideals that mirrored the way they had grown up sharing meals across families in Morocco. That moment of recognition set the direction for everything that followed.

Brand Discovery & Consulting

Market & Consumer Research

Concept Development & Moodboards

Brand Architecture & Creative Strategy

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Koobála
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Building the Brand

With the direction defined, we shifted focus to building a brand that could embody the spirit of borderless dining.

We developed the name Koobála — a fresh, original word that felt global, warm, and memorable. It captured the idea of a borderless bistro: a place where people could gather, connect, and enjoy flavors from around the world without barriers.

From there, we created a full verbal and visual identity. A refined tagline, positioning statement, and brand values were paired with a modern logo system, flexible color palette, and custom typography.

The visual identity was rooted in something deeper than aesthetics: the Golden Ratio, a shape found throughout nature — in spirals of galaxies, ocean waves, snail shells — and now, the Koobála brand. This organic, harmonious form became the foundation for the logo, echoing the brand’s commitment to balance, simplicity, and natural flow.

Naming & Tagline Development

Brand Voice & Messaging Strategy

Visual Identity Design (Logo, Typography, Color)

Comprehensive Brand Guide

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Koobála
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Designing the Experience

Once the brand was in place, we translated it into a full sensory experience.

Our interior renderings reflected the balance and harmony at the core of Koobála — open spaces, communal tables, and warm tones that invited guests to slow down and connect. The same spiral form that inspired the logo found its way into the spatial layout and circulation of the restaurant, subtly reinforcing the brand’s philosophy at every turn.

Carefully styled food photography highlighted the dishes’ visual appeal, creating assets for use across web, social, and investor-facing materials.

Interior Concept Renderings

Menu Strategy & Iconography

Food Photography & Art Direction

Guest Journey & Brand Touchpoint Planning

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Koobála
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Ready for Market

To prepare the Koobála team for funding and launch, we helped unify everything into a polished, professional brand system.

A detailed Style Guide ensured consistency across all applications, from web and signage to marketing and packaging. A simple yet strategic landing page introduced the concept to potential customers and partners. Custom business cards, real estate flyers, and branded materials reinforced the brand in every touchpoint.

We also developed a compelling investor presentation — and coached the founders on how to pitch it. The result? A successful capital raise and the celebrated launch of Koobála’s first location in 2017.

Style Guide Standardization

Landing Page Design

Business Cards & Collateral

Investor Pitch Deck

Coaching & Presentation Prep

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Koobála
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