A tale of Middle Eastern hospitality

When we opened the first Hummus branch in 2016, we needed a new kind of story about the Middle East. One that moved past tired orientalist clichés and instead built a cultural bridge between East and West —less Aladdin and hookahs, more lemons and olive oil. The challenge was to connect a centuries-old culinary tradition with a contemporary audience. The story of HUmmUS took shape as a lighthearted celebration of flavorful food and genuine hospitality. “Poetry, Pink, and Pitas” became the guiding motto. Today, Hummus continues to be a vibrant, welcoming space for mezze lovers of every kind, all across the country.

A man with a beard and mustache wearing a black shirt with pink text that reads 'Spread Hummus' and a black apron that says 'Hummus' is standing in a kitchen. He has an expression of confidence and is looking at the camera.

Client
HUmmUS

Website
ilovehummus.nl

Year
2016 - 2025

Field
Hospitality

Work
Creative direction
Branding
Graphic design
Copywriting

Outline drawing of three fried eggs, with two egg slices showing internal yolk and seed details, on a black background.
Person holding a pink basket with two pieces of flatbread or pita, with a background of blurred green leaves.
A stylish coffee shop counter with geometric patterned front panel, potted plants, glassware, and shelves stocked with bottles, with warm ambient lighting and seating in the foreground.
Text reading 'HUMMUS' on a black background with a pink border.
Person dipping a piece of bread into a bowl of chili garnished with chopped herbs and cheese, with pita bread on a wooden cutting board in the background.
A young woman with long curly brown hair, light skin, and wearing a black T-shirt with pink text that says 'Spread Hummus Not Hate,' is smiling and holding a white plate with a dish topped with greens, purple edible flowers, and sauce, in a warmly lit restaurant.
Illustration of a hand pressing down on a white bottle with liquid spilling out.
A dish of roasted eggplant topped with herbs, pomegranate seeds, and yogurt served with hummus, a green salad, and sweet potato fries.
Black T-shirt with pink text that reads 'Hummus where the heart is' and small white heart graphics.
A table setting with a small glass bottle holding pink and purple dried flowers, placed on a pink and white menu or card in a row of similar tables.
A stick figure walker with a small dog on a leash, walking on a sidewalk in front of a brick building with multiple windows.
A wooden serving board featuring bowls of hummus topped with falafel, chopped herbs, and spices, a bowl of fresh salad with greens and vegetables, a basket of pita bread, and a bowl of purple shredded cabbage.
A variety of traditional Mexican dishes served in colorful bowls, including guacamole, salsa, pickled red onions, and other flavorful ingredients on a wooden platter.

Beyond the
written word

My debut novel Coulis was published by Atlas Contact in the summer of 2023. Three years in the making, it became one of my most ambitious storytelling ventures—a compelling tale of a disillusioned theater director staging a gruesome real-life play in a desperate attempt to belong again.

Beyond the book itself, as part of the creative direction of the story, readers can explore the world of Coulis through a dedicated digital hub at Coulis.nl, adding an interactive layer to the narrative.

Book titled 'Oulis' by Bilal Al Mashta with a stylized illustration of a person holding a white cup or teacup, and a sticker indicating the book was on the Hebban debut list in 2024.

Publisher
Atlas Contact

Website
Coulis.nl

Year
2023

Field
Literature

Work
Writing
Graphic design
Creative direction

Person holding a book with the title 'SAVAGE' and an illustration of a face, wearing a watch and casual clothing, standing outside on a paved surface.
“Voor de persoonlijke verhalen treft Al Mashta telkens de juiste, eigen toon, en daarmee legt hij een opmerkelijke literaire (taal)gevoeligheid aan de dag, die doet vermoeden dat deze debuutroman niet het enige verhaal is dat hij kan vertellen.”
— Thomas de Veen, NRC
Read the NRC review (NL)
A woman with long black hair lying on a patterned rug against a stone wall, with her eyes closed and an intricate henna design on her palm. Another woman stands beside her, wearing a beige headscarf, white shirt, and glasses, looking down at her.
A woman wearing a black headscarf smoking a cigarette, with tattoos visible on her forehead.
“Een sterk debuut is Coulis zeker, gelaagd en geestig.”
— TZUM
Table covered with multiple copies of a flyer featuring a stylized illustration of a person with a raised fist and the word 'GUILT'S' at the top. Open window with a view of a garden with bushes and flowers outside.
City street with large palm trees in front of a white multi-story building with rounded edges, balconies, and retail shops at street level, under a blue sky.
Read De Groene Amsterdammer interview (NL)

Storytelling through fashion

When I launched fashion house Guy Vernes in 2010, the challenge was to stand apart from the growing crowd of new streetwear labels. The answer was to make clothing more than fashion—it became a medium for storytelling. Each collection carried its own narrative, told through hangtags, stitched into seams, and revealed in carefully placed details. By weaving forgotten folklore and imagined tales into its designs, we managed to carve out a distinct identity, appealing to those who wanted their clothes to embody stories as much as style.

A young man standing on sidewalk against stone building, wearing beige jacket with dark shoulder patches, white graphic T-shirt, cuffed dark jeans, and beige shoes, with short hairstyle and serious expression.

Client
Guy Vernes

Year
2010 - 2015

Field
Fashion

Featured in
Elle
Esquire
Hypebeast

Work
Creative direction
Branding
Graphic design
Copywriting

Young man with curly hair standing on a city sidewalk in front of a historic building, wearing a blue T-shirt and shorts.
An architectural scene of an ancient Roman-era structure with an arched ceiling, partially ruined, looking out onto a landscape with trees, buildings, and a cloudy sky.
Book cover for 'Carthage' by Guy Vernes with black background and gray text.
Person carrying a beige and brown tote bag while walking on steps, wearing beige shoes and brown pants.
“Behold, the man has become like one of Us, to know good and evil. And now, lest he put out his hand and take also of the tree of life, and eat, and live forever”
— Genesis 3:22-24
A classical painting depicting the biblical story of Adam and Eve in the Garden of Eden, with God giving Eve the apple from the Tree of Knowledge, and a parrot and a wolf in the background.
A young man standing in front of a white wall with large abstract leaf patterns. He is wearing a dark blue jacket over a gray button-up shirt and has a serious expression.
A man and a woman posing in front of a backdrop with white paper cutouts resembling leaves. The man is in the foreground, wearing a white t-shirt with printed designs, and the woman is in the background, dressed in dark clothing.
Contemporary art exhibition poster for 'ÉDEN' by Guy Vernes, with stylized black text on a white background.
A man with a serious expression wearing a maroon button-up shirt and brown pants standing in front of a white wall with an artistic cut-out tree design.
A black and white illustration of a knight in armor striking a dragon-shaped statue on a pedestal with a sword, as another man tries to hold him back, while a woman sleeps on a bed in the background.
A young man with a beard, wearing a black sweatshirt with a white patterned design on the front, stands against a dark, plain background.
A young woman with short dark hair and red lipstick looking to the side, wearing a black sweatshirt with an orange tiger face outline, layered necklaces, and a white skirt, against a dark blue background.
Logo for Bluehand Maison Guy Vernes with stylized text.
A man with a beard wearing a gray beanie hat and a black T-shirt with white text and graphics, standing against a dark blue background, looking to his left.
Page from a book titled "Barbe-Bleue" featuring a colored illustration of a man with a blue beard, a sculpted figure, and art tools.