Fatira Branding Identity

Designing a Unique Branding Identity for Fatira Restaurant

Fatira restaurant understands that fast serving doesn't have to mean a rushed and stressful experience. Instead, it can be a pleasurable moment that preserves the joyful aspect of a fast lifestyle. Inspired by the philosophy of a healthy perception of lifestyle, the branding identity for Fatira draws inspiration from Dali art, creating a rich experience that feels like living in a dream, yet done in just a few seconds.

The main elements of Fatira's branding identity are the authentic flavor, 90-second food preparation, and healthy food. These elements are cleverly represented in the logo design. The handmade font chosen for the logo reflects the restaurant's commitment to authentic flavors. The clock arms with the dotted circle symbolize the quick service time of 90 seconds, while the colorful ambiance portrayed in the visual elements represents the focus on healthy food.

The design process involved a combination of hand sketches, Photoshop, and Illustrator to bring the branding identity to life. The specifications for the design include window signage measuring 60 x 60 cm, an apron design measuring 90 cm x 50 cm, a bottle logo measuring 5 x 5 cm, and a coffee cup design measuring 10 cm x 15 cm.

Despite facing challenges such as the unfamiliarity of the name "Fatira" in British culture and the different symbolic meanings associated with pies in Western and Oriental cultures, the design team successfully balanced abstraction with simple symbolism. The use of the symbolic Western pie, as well as the mixer and rolling pin, ensures that the branding identity is visually appealing and easily understood.

The Fatira branding identity enriches and expands the customer experience in the fast food industry. It was created in August 2017 in Birmingham, UK, by the talented design team consisting of Abdulrahman Ajeenah, Lama Ajeenah, and Tariq Ajeenah.

This unique design was awarded the Bronze A' Design Award in 2018 in the Graphics, Illustration, and Visual Communication Design category. The award recognizes designs that demonstrate outstanding creativity and resourcefulness, incorporating best practices in art, science, design, and technology. The Fatira branding identity contributes to improving the quality of life and making the world a better place.