Karen Wazen x Joe & The Juice Collab: What's the Deal?

⏱ 3 min read

So, you know how sometimes a brand changes its profile picture and your whole group chat loses it trying to work out why? That’s basically what happened this week with Karen Wazen and Joe & The Juice.

Both accounts switched to the exact same metallic silver logo at the exact same time. If you follow either of them, you probably saw it too and wondered what on earth was going on. Was it a merch drop? A new store opening? A joke? Turns out it’s none of that, it’s a food collaboration, and honestly it’s a fun one.

⚡ The short version

Karen Wazen, the Dubai-based fashion designer, has teamed up with Joe & The Juice on a new menu item
It’s a smoked salmon and cream cheese sandwich on Joe & The Juice’s signature Danish flatbread
The whole look is silver and pink, right down to the exclusive metallic packaging
Karen says the partnership feels like a “full-circle moment” after living near a Joe & The Juice branch in London back in 2012

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So what actually is the collaboration?

It’s not a clothing line or a new cup design, even though plenty of fans guessed that. It’s a sandwich. A smoked salmon and cream cheese one, built on Joe & The Juice’s crisp Danish flatbread, which is already a bit of a cult favourite on their menu.

What makes it feel like a proper collaboration rather than just a new item is the branding around it. Everything from the sandwich wrapper to the social posts uses that silver-and-pink palette, and the packaging has been described as feeling like it belongs on a runway rather than a lunch counter.

Why Karen Wazen specifically?

If you’re not into Dubai fashion circles, you might not know Karen Wazen, but she’s a well-known designer and content creator there, with a strong personal style that this sandwich packaging clearly borrows from.

In her own words about the partnership, she said: “This collaboration feels like such a full-circle moment for me. When I was living in London back in 2012, Joe & The Juice was genuinely part of my everyday life. To think that more than ten years later we’re actually creating something together feels quite surreal. What I love is how naturally our worlds align, there’s a shared appreciation for quality, energy, and creating things that feel both considered and effortless.”

That line about London in 2012 is doing a lot of work here. It’s not just a brand tie-up for the sake of it, it’s someone connecting a brand she actually used daily years ago with something she’s built now.

What this means if you’re in Kuwait

Joe & The Juice has branches here too, so a lot of us will have had the same sandwich from the same menu before any of this silver branding showed up. Whether this exact collaboration item lands on menus in Kuwait, or stays as a Dubai-only drop, isn’t confirmed yet based on what’s been announced so far.

I’d keep an eye on the Joe & The Juice social accounts here if you’re curious whether it crosses over.

Quick answers

What is the actual food item?

A smoked salmon and cream cheese sandwich served on Joe & The Juice’s Danish flatbread.

Is it only in Dubai?

The announcement centres on the UAE and Karen Wazen’s own platforms, so it’s not yet confirmed whether the item will be offered at Joe & The Juice branches outside the UAE, including in Kuwait.

Why did both accounts change their profile pictures?

It was a teaser. Both Karen Wazen and Joe & The Juice switched to matching metallic silver logos before revealing the collaboration, which got people guessing online.

Honestly, these food-and-fashion mashups are a bit of fun more than anything life-changing, but if you’re someone who likes spotting these trends before they turn up on your own high street, this one’s worth watching. Has anyone in Kuwait already spotted the silver packaging? Drop a comment if you have.