Restaurant Identity Redesign

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Identity Redesign Project for a class that I took at SCAD (Savannah College of Art and Design).

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Restaurant Identity Redesign

  1. 1. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Redesign Restaurant Signature and Applications: “Amir Culinária Árabe”
  2. 2. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 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
  3. 3. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 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
  4. 4. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 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.
  5. 5. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Research: the arabic cusine
  6. 6. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Attribute List & Moodboard Cusine Arabic Ornamental High quality Friendly Fancy Arabesque Casual Dance Belly dancing Culture Exotic Pattern Illustrative Ink Organic
  7. 7. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias More Inspiration
  8. 8. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 1. Identity
  9. 9. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Identity: design inspiration
  10. 10. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Identity: first sketches
  11. 11. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Identity: development amir amir
  12. 12. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Identity: type study
  13. 13. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Identity: color study
  14. 14. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 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. amir amir amir amir amir
  15. 15. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Identity: color study In these options, I explored the purple and I also tried to work with darker shades of red.
  16. 16. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Identity: final
  17. 17. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 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 Fontin Jos Buivenga, 2004. Identity: final Pantone 227C Pantone 130C Pantone 227C Pantone 130C Pantone 227C Pantone 130C Pantone 227C Pantone 130C
  18. 18. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 2. Coasters
  19. 19. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Coasters: design inspiration
  20. 20. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Coasters: sketches
  21. 21. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 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.
  22. 22. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Coasters: development
  23. 23. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Coasters: development In order to create the set of coasters, I created some patterns. Then, I tried some different color combinations.
  24. 24. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Coasters: finals BackFrontFront 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.
  25. 25. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 3. T-Shirts
  26. 26. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias T-shirts: design inspiration
  27. 27. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias T-shirts: sketches Women
  28. 28. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Men T-shirts: sketches
  29. 29. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias T-shirts: development Women 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.
  30. 30. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 9 10 11 12 14 15 16 17 13 T-shirts: development Men In the men’s t-shirts, I also played with my patterns and ornaments but I created new ones trying to escape something girslish.
  31. 31. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 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.
  32. 32. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 4. Gift Cards
  33. 33. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Gift cards: design inspiration
  34. 34. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Gift cards: sketches
  35. 35. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Gift cards: development 15 reais For the gifts cards, I used the patterns that I created in different compositions.
  36. 36. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Gift cards: development
  37. 37. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Gift cards: finals The set of gift cards combine four different patterns. Their visual is flashy and the composition is sophisticated but also friendly.
  38. 38. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias 5. Finals
  39. 39. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias Pantone 227C Pantone 130C BackFrontFront BackFrontFront

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