1996–1997
البدايات في معان
بدأت فكرة المشروع عام 1996، ثم افتُتح أول محل للحلويات في معان عام 1997 ضمن شراكة، لتصبح المدينة موطن الحكاية.
About Us
Hashem Alaffouri is a Jordanian brand specializing in premium Arabic sweets. Based in Ma’an, the brand is built on generations of family expertise. We combine authentic recipes, precise craftsmanship, and carefully selected ingredients to create flavors that preserve the essence of Arabic sweets while appealing to our customers’ evolving tastes.
We take pride in our roots in southern Jordan, which form the foundation of our identity and strength behind our journey. From Ma’an, we develop our products and enhance the customer experience while expanding our presence across Jordan and into regional and international markets—always preserving quality, authenticity, and warm hospitality in everything we offer.
How Our Story Began
In 1996, the founder of Hashem Alaffouri was traveling to Aqaba with plans to open a sweets shop there. During a stop in Ma’an to pray and find something to eat, a local resident invited him into his home. What seemed like a brief encounter left a lasting impression: the warmth and sincerity of Ma’an’s hospitality changed the direction of his journey.
Ma’an was no longer a stop along the way; it became the home of the idea and the birthplace of the business. The first steps began there through a partnership, drawing on generations of family expertise in Arabic sweets and authentic recipes shaped by skill and attention to detail.
Over the years, the business grew into Hashem Alaffouri—a distinctive brand with ambitions beyond its place of origin, while remaining true to what built its reputation: authentic flavor, preserved craftsmanship, and consistent quality.
Our story began with a door opened to a traveler, generosity that changed his path, and a city that embraced a new beginning. Ma’an remains at the heart of our identity—the source of our authenticity and the starting point for a wider future.
تطوّر هويتنا البصرية
مرّت هويتنا البصرية بعدة مراحل، عكست في كل مرحلة تطوّر العمل واتساع حضور علامة هاشم العفوري.
دون شعار معتمد
البدايات الأولى
بدأت مسيرة المشروع بالاعتماد على جودة المنتج والاسم، قبل اعتماد شعار وهوية بصرية رسمية.
الشعار الأول
بداية بناء هوية بصرية مستقلة تعبّر عن اسم المشروع وتمنحه حضورًا أكثر وضوحًا.
تحديث الهوية
أُعيد تطوير الشعار ليواكب نمو المشروع، مع الحفاظ على ارتباطه بالاسم والجذور.
الهوية الحالية
انطلقت الهوية الحالية بتصميم أكثر نضجًا واتساقًا، يدعم حضور العلامة واستعدادها للتوسع.
The Evolution of Our Visual Identity
Our visual identity has evolved through several stages, each reflecting the growth of our business and the expanding presence of the Hashem Alaffouri brand.
No Official Logo
Early Beginnings
The project began by relying on product quality and the strength of its name, before adopting an official logo and visual identity.
The First Logo
This marked the beginning of a distinct visual identity that represented the project’s name and gave it a clearer presence.
Identity Update
The logo was redesigned to reflect the growth of the business while maintaining its connection to the name and its roots.
Our Current Identity
The current identity introduced a more mature and cohesive design, strengthening the brand’s presence and readiness for expansion.
تطوّر هويتنا البصرية
مرّت هويتنا البصرية بعدة مراحل، عكست في كل مرحلة تطوّر العمل واتساع حضور علامة هاشم العفوري.
دون شعار معتمد
البدايات الأولى
بدأت مسيرة المشروع بالاعتماد على جودة المنتج والاسم، قبل اعتماد شعار وهوية بصرية رسمية.
الشعار الأول
بداية بناء هوية بصرية مستقلة تعبّر عن اسم المشروع وتمنحه حضورًا أكثر وضوحًا.
تحديث الهوية
أُعيد تطوير الشعار ليواكب نمو المشروع، مع الحفاظ على ارتباطه بالاسم والجذور.
الهوية الحالية
انطلقت الهوية الحالية بتصميم أكثر نضجًا واتساقًا، يدعم حضور العلامة واستعدادها للتوسع.
The Evolution of Our Visual Identity
Our visual identity has evolved through several stages, each reflecting the growth of our business and the expanding presence of the Hashem Alaffouri brand.
No Official Logo
Early Beginnings
The project began by relying on product quality and the strength of its name, before adopting an official logo and visual identity.
The First Logo
This marked the beginning of a distinct visual identity that represented the project’s name and gave it a clearer presence.
Identity Update
The logo was redesigned to reflect the growth of the business while maintaining its connection to the name and its roots.
Our Current Identity
The current identity introduced a more mature and cohesive design, strengthening the brand’s presence and readiness for expansion.