Reviving Lebanese Culinary Traditions with a Modern Twist
Launched in 2021 as a small food business during a summer food market, Sasha Bassil's flatbread venture has evolved into Flour Power Lebanese Flatbreads. This "Manaish Saj" concept offers vegetarian and vegan flatbreads that celebrate this culinary tradition of Lebanon. The name "Flour Power" plays on the word "flour" for dough and "flower," that symbolizes the art passed down through generations of Lebanese women, from whom Sasha learned the craft in the mountains.
The visual identity translates Flour Power’s ethos into a warm, expressive system that celebrates tradition through a contemporary lens. Illustrative elements and hand-drawn details reference the artisanal nature of manaish saj, while a playful visual language nods to the spirit of the 1970s, an era that resonates personally with the founder. Color, type, and illustration work together to evoke generosity, craft, and the shared rituals of Lebanese cooking, grounding the brand in heritage while keeping it approachable and current.
The challenge was to honor a deeply rooted culinary tradition without romanticizing it or fixing it in the past. The identity needed to feel authentic, feminine, and joyful, while remaining legible in a competitive food market and adaptable across packaging, signage, and communication. Balancing nostalgia with freshness was essential to reflect both the inherited craft and its contemporary, plant-based expression.
Scope of work
