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.
Client
HUmmUS
Website
ilovehummus.nl
Year
2016 - 2025
Field
Hospitality
Work
Creative direction
Branding
Graphic design
Copywriting
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.
Publisher
Atlas Contact
Website
Coulis.nl
Year
2023
Field
Literature
Work
Writing
Graphic design
Creative direction
“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.”
“Een sterk debuut is Coulis zeker, gelaagd en geestig.”
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.
Client
Guy Vernes
Year
2010 - 2015
Field
Fashion
Featured in
Elle
Esquire
Hypebeast
Work
Creative direction
Branding
Graphic design
Copywriting
“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”
