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BAIT EL-ZURBIAN

BRAND IDENTITY AND PACKAGING


ROLE
Art Direction and Design
FOCUS
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?





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. 













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












What my client thinks...

“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.



PHASE  2

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.














BUT WAIT...THERE’S MORE! 

Don’t be shy, you can take a peek.






© 

Maha Almatari︎ 

2021  
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