Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Restaurant Identity Redesign
1. Redesign Resaurant Signature and Applications: “Amir Culinária Árabe”Louise Dias
Redesign Restaurant Signature and Applications: “Amir Culinária Árabe”
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. 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. 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.
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. 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.
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
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.
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. 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.
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. 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. 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.
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.
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.
