Restaurant Identity Redesign

transcript

Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias

Redesign Restaurant Signature and Applications: “Amir Culinária Árabe”

Description

This project consists of a restaurant identity redesign and includes the following materials:

logotype, coasters, t-shirts and gift cards.

“Amir” is in Arab cusine restaurant specialized in Lebanese food. It is located in Copacabana,

a traditional and noble neighborhood in Rio de Janeiro, Brazil. The restaurant began as just

a small Deli which sold cold cuts, cheese plates, breads, wine and pastes. Then, the place

started to sell Lebanese common dishes and kept growing. Nowadays, the menu includes

a wide variety of food, as salads, pastes, sandwichs etc. The restaurant also offers belly

dancing every Friday , Arabic Buffet everyday and delivery services.

From the outside, Amir may seems like a messy and plain restaurant, but the interior is a

mixture of a friendly and kind of fancy environment.

Some of the clients’ opinions:

“One of the best arabian restaurants that I’ve ever been, but the price is really expensive”

“Definitely the best Arabic food restaurant (Lebanese) in Rio I am passionate about salad

fatouch and the shawarma. On weekdays they offer carvery at lunchtime.”

“Simply great! High quality environment, as well as the food and the clientele.”

“On the sidewalk part, with friends, enjoying food is really great”

“Nice outdoor location. Nice servers “

“The food is excellent! Condiment just right, lots of variety, The cheff is very careful both in

the preparation and in the choice of ingredients!”

Proposal and research

Current Perception

Mission

The Restaurant Amir, located in a noble neighborhood in Rio de Janeiro, is considered an excellent

place whether for the quality of the food or its environmental. The place is friendly, a little bit fancy

and expensive but the identity doens’t match with it.

Design a new identity and applications that change the perception of the restaurant, and make

people perceive it as high quality place. Expand the client experience by designing an identity

program that fits in all kinds of different and possible materials.

Future Perception

The restaurant “Amir” gets a new perspective. The new identity relates better with the restaurant, the

surrondings and attracts new clients. It reflects the high quality of the food and a friendly, relaxed

but also fancy atmosphere.

Proposal and research

Current Logo

Research: the arabic alphabet

The name of the Restaurant

It is written from right to left, in a cursive style, and includes 28 letters.

There are no distinct upper and lower case letter forms.

Many letters look similar but are distinguished from one another by dots (’i‘jām) above or below their central part, called rasm. These dots

are an integral part of a letter, since they distinguish between letters that represent different sounds.

The use of ligature in Arabic is common.

Amir is a arabic name that means prince. In Arabic the meaning of the name Amir is: Powerful; proclaimed.

Research: the arabic cusine

Attribute List & Moodboard

Cusine

Arabic

Ornamental

High quality

Friendly

Arabesque

Casual

Belly dancing

Culture

Exotic

Pattern

Illustrative

Organic

More Inspiration

1. Identity

Identity: design inspiration

Identity: first sketches

Identity: development

Identity: type study

Identity: color study

These are some samples of colors that I picked from my color

study. In the beginning I tried to work mainly with shades

of red and yellow, but after a class critique, it was suggested

that I work with tons of purple. The idea was to create a more

sophisticated look, and escape the combination of yellow and

red, which are common in fast foods. I decided to keep the yellow

because this color is very present in my reference.

In these options, I explored the purple and I also

tried to work with darker shades of red.

Identity: final

Pantone 227C

Pantone 130C

Pantone 227C

Pantone 130C

The logotype of the restaurant Amir incorporates elements from the arabic world. The symbol was inspired

in a traditional food of the arabic cusine - kibbe - and also in the leafs that are commonly used above the

dishes. Thinking about the arabic ornaments and patterns, I designed a logo with the repetition of my main

element. For the typography, I chose to work with Fontin because of its high modulated stroke and curves.

The result is an organic and friendly logotype, with movement and grace, a mixture of sophistication and

simplicity, just like the restaurant.

Regarding the colors, I decided to go with a golden yellow and a reddish purple. This color pair has a good

contrast and the colors transmit sophistication. For the logo in black and white, I made a different version,

separating the three parts of the symbol.

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

Colors

Typography

FontinJos Buivenga, 2004.

Identity: final

Pantone 227C

Pantone 130C

Pantone 227C

Pantone 130C

Pantone 227C

Pantone 130C

Pantone 227C

Pantone 130C

2. Coasters

Coasters: design inspiration

Coasters: sketches

Coasters: development

For the coasters I tried to work with two different ideas.

One was creating patterns from the symbol that I designed

for the logotype, and the other was playing with the same

element, creating a kind of ornament.

In order to create the set of coasters, I created some

patterns. Then, I tried some different color combinations.

Coasters: finals

BackFrontFront

For my finals, I decided to

go with my two ideas, so I

would have a set with different

coasters. All the shapes come

from the logotype: it is very

playful. The set is funny, but

sophisticated. I designed five

fronts and one back.

3. T-Shirts

T-shirts: design inspiration

T-shirts: sketches

T-shirts: development

1 2 3 4

5 6 7 8

In these t-shirts, I tried to play

with the patterns and ornaments

that I created from the logotype.

9 10 11 12

14 15 16 17

T-shirts: development

In the men’s t-shirts,

I also played with my

patterns and ornaments

but I created new ones

trying to escape something

girslish.

T-shirts: finals

My final layouts for both t-shirts are simple. For the women, I used my symbol really big going from front to back, because I

wanted to create some movement, and in the back, I just used the name close to the symbol, like it is completing the turn.

For the men, I used a part of one of my patterns, to create a simple shape, and then in the back, I have the logotype very

small. I believe that simplicity is better because let people more comfortable to use the t-shirts.

4. Gift Cards

Gift cards: design inspiration

Gift cards: sketches

Gift cards: development

15 reais

For the gifts cards, I used the patterns that I created in different compositions.

Gift cards: development

Gift cards: finals

The set of gift cards combine four different

patterns. Their visual is flashy and the

composition is sophisticated but also friendly.

5. Finals

Pantone 227C

Pantone 130C

BackFrontFront