BAIT EL-ZURBIAN
BRAND IDENTITY AND PACKAGINGROLE
Art Direction and Design
Art Direction and Design
FOCUS
Print, Packaging, UI Design
Print, Packaging, UI Design
CHALLENGE
Second-generation Yemenis feel “caught in the middle” between their American-upbringing and Yemeni backgrounds.
How can we engage in our heritage while balancing our efforts to assimilate?
Second-generation Yemenis feel “caught in the middle” between their American-upbringing and Yemeni backgrounds.
How can we engage in our heritage while balancing our efforts to assimilate?
SOLUTION
My mother's Yemeni cooking is a bridge that connects our family to our background.
This sentiment inspired me to create Bait El-Zurbian*, a Yemeni restaurant that hopes to help Yemeni-Americans feel at home.
My mother's Yemeni cooking is a bridge that connects our family to our background.
This sentiment inspired me to create Bait El-Zurbian*, a Yemeni restaurant that hopes to help Yemeni-Americans feel at home.
BALANCE AND HARMONY
The thin and sleek English balances the Arabic's thick, organic curvature in these bags.
This contrast visually represents the dual identities of the Yemeni-American audience.
SOFTWARES
Figma, Photoshop
“Nice.” — Mom
BALANCE AND HARMONY
The negative space in these business cards balance the festive Yemeni patterns.
RESEARCH + PROCESS
MOOD BOARD
DEVELOPING
BRAND VOICE
My first try on the business card felt too fine dining for a Yemeni restaurant. I did not capture the staple energetic Yemen presence.
To develop a richer, ornamental tone to the visual identity, I revisited photos I collected.
TAKING A STEP BACK
The following images’ colors and patterns inspired me. They better depict Yemen’s dynamic visuals, unlike the above business card.
PATTERN PROCESS
The triangles on Yemeni architecture interested me, and I created a
basic pattern
from them as a starting point.
PHASE 1
Inspired by the geometric shapes of Yemeni buildings, I created a basic pattern.
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Inspired by the geometric shapes of Yemeni buildings, I created a basic pattern.
PHASE 2
I incorporated the set of colors from the palette and added various heights and texture.
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I incorporated the set of colors from the palette and added various heights and texture.
PHASE 3
Layering the shapes develops an organic sewn effect, reflecting Yemeni embroidered fabric and a comfortable homey feeling.
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Layering the shapes develops an organic sewn effect, reflecting Yemeni embroidered fabric and a comfortable homey feeling.
BUT WAIT...THERE’S MORE!
Don’t be shy, you can take a peek.
