Soul Food: A Fusion of Design and Culinary Artistry

abnodesigns' Award-Winning Brand Identity for a Unique Restaurant

The inspiration for Soul Food's design came from the restaurant's menu, which combines traditional Southern cuisine with Middle Eastern ingredients. The designers, Abeer Zoumot and Noor Issa, wanted to create a logo that would resonate with this fusion of culinary traditions. The result is a single-colour silhouette of a four-pronged fork with an abstract representation of roots extending from its handle, symbolizing the deep cultural roots of the food served at the restaurant.

What sets Soul Food's design apart is its exploration of the connection between food and culture. The logo, a black-and-white monochrome fork with a modern, minimalist root system, is a visual representation of this connection. This logo is incorporated throughout the restaurant's brand identity, from the signage and menus to the uniforms and business cards.

The design was realized using Adobe Illustrator. The business cards are printed on 350 gsm wood-free black paper, with the logo applied using a spot UV coating. The menus are digitally printed with black ink on glossy 150 gsm paper. The take-away boxes, made of recycled paper with black ink printing, are assembled by the restaurant staff. This combination of physical and non-physical designs creates a cohesive brand identity that customers can interact with in the restaurant.

The design project was carried out in Amman, Jordan, between February 2017 and April 2017, with the restaurant opening in September of the same year. The designers faced the challenge of creating a modern, hip logo that would also capture the free-spirited feel of soul food. Through their creative exploration, they were able to create a strong brand identity that helped the restaurant successfully market its unique menu.

The Soul Food design was awarded Silver in the A' Graphics, Illustration and Visual Communication Design Award in 2019. The award recognizes top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. Soul Food's design, with its strong technical characteristics and splendid artistic skill, certainly fits this description. It is a testament to the power of design in enhancing the dining experience and connecting customers to the cultural roots of the food they enjoy.