Abu Shatta

Abu Shatta is a Saudi fast-food spot serving chicken buckets, fries, and cold drinks. The identity is built on a single idea: heat. The name comes from “shatta,” a hot chili sauce, which became a three-level spice scale: Mild, Hot, and Shatta. A bilingual signature locks bold Arabic lettering with a condensed serif English word-mark for clear dual-language reading, while a Saudi mascot in a shemagh, playful and ironic, with one expression for each heat level, acts as the key brand asset across buckets, cups, fries boxes, bags, and merch. The palette is led by white and deep black, with a single “shatta orange” as the touch of heat to keep the identity simple, bold, and legible.