HABHAB was born to redefine how Saudi Arabian food culture is experienced and shared online—bridging the gap between cultural culinary content and entertainment. Drawing its name from the Saudi dialect word for watermelon seeds, HABHAB represents humble beginnings, rich potential, and the joy of shared meals. It’s a name rooted in tradition, playfulness, and storytelling, just like the culture it celebrates.

The digital food space in Saudi Arabia has been fragmented. While individual efforts have emerged, few have captured the soul, spirit, and full story of Saudi cuisine. HABHAB changes that. It brings together people, places, flavors, and memories in one vibrant content platform, designed to feel deeply local, but globally compelling.

The Brand Philosophy: At HABHAB, food is never just food. It’s an experience, a memory, an identity, and a community. Every recipe we explore is rooted in Saudi heritage and nurtured with intention and creativity. From the simplest spice to the most elaborate dish, we treat each element as a piece of cultural storytelling.

The Story Behind the Name: The inspiration was from the humble watermelon seed—a small, familiar part of daily life across Saudi homes, and a symbol of how something so simple can grow into something meaningful. Just like the seed, Saudi cuisine is full of potential, flavor, and cultural depth. HABHAB embraces that transformation: turning raw, everyday ingredients into bold, soulful dishes that echo the past while inspiring the future.

The Brand Identity: We bring it to life HABHAB’s food content through a vibrant set of illustrations and a  story-driven concept that is rooted in Saudi Arabian local culture and roots, all re-imaged in a modern and innovative way. The logo is inspired by the texture of the watermelon using the colours of Saudi Arabian culture as well as the fruit. The branding celebrates moments, people, and traditions, transforming recipes into visual narratives that are easy to connect with and hard to forget. The essense of the brand is based on a cultural platform, a visual feast, and a celebration of Saudi identity through food. It’s about honoring heritage while embracing innovation—making sure every dish, every spice, and every bite tells a story worth remembering.