Kitch is a cloud kitchen and store-front operator that launched in Saudi Arabia and the UAE in early 2021, founded by Walid Hajj and Fahad Alhokair. The brand name was coined to represent two aspects of the business: kitchen and technology.[1]
Design and History
Kitch launched in February 2021 as the region’s first hybrid, delivery-focused cloud kitchen and premium store-front operator, with plans to open four delivery kitchens in Riyadh within the first quarter of 2021 and additional kitchens across the GCC later that year.[2][3]
The Kitch brand identity was developed by Grid Brands Group, which described the project as building the identity “from the ground up,” including the logo, visual system, and digital presence. The logo design consists of a clean, bold wordmark supported by a simple fork icon, described by the agency as “a nod to food culture, but expressed with tech-like precision.”[4]
Meaning and Symbolism
The brand name Kitch itself carries documented meaning: it was coined to represent two important aspects of the business, kitchen and technology.[1] The fork icon in the logo serves as a visual reference to food culture, while its execution was intended to convey a tech-oriented precision appropriate to the company’s food-tech positioning.[4]
Typography and Design
Grid Brands Group selected the typeface Roboto for the Kitch brand, chosen for its approachability and ease of use across web and app interfaces. The visual system also included a color palette balancing deep green, described as conveying trust, with highlight tones intended to add energy.[4]
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