The black-and-white monochrome logo resembles a fork with a modern, minimalist root system. The name of the restaurant Soul Food resonates with the menu of the restaurant, which combines Southern-style BBQ sliders and fried chicken on waffles with traditional Middle Eastern ingredients like pomegranate molasses, sumac, and tahini. In response, the design explores the connection between food, represented by the fork, and culture, represented by the roots. The logo is incorporated throughout the brand identity of the restaurant based in Amman, Jordan.

abnodesigns is a creative studio based in Amman, Jordan. Founded by design duo Abeer Zoumot and Noor Issa, the full-service studio specializes in strategy, design and execution across all mediums. The studio is best known for Branding Design, Art Direction, Festival Design and Online Communication. With clients in Amman, Egypt, Dubai, London and New York, abno bridges east and west to reach a global clientele. abno helps clients create their brands, guiding the entire visual journey. The studio’s founders (who have been best friends for over 20 years) love building brands to boost businesses and help their clients earn brand loyalty.

Soul Food is a restaurant based in Amman, Jordan, specializing in upscale, urban street food with a fusion twist. This hip restaurant pays special attention to an urban feel mixed with a genuine "back to the roots" concept. It features both takeout and dine in.