RESTAURANT BRANDING CONCEPT

Complete restaurant packaging design.

Complete restaurant packaging design.

Client: Ameena, Flavors of Morocco

This is my senior project at the Art Institute of Seattle. This project is a derivative of my thesis: Exploration of Travel Experience.

The concept of the design were derivative of Islamic art and colorful spices used in Moroccan food. Islamic culture uses a lot of geometrical pattern in their architecture and art. I want to emphasize warmth by adding wooden elements and design texture of spices in all pieces.

Instructor: Melanie Menke
Photography: Kuria Jorissen

Tools: InDesign, Illustrator and Rhino

Wood carving details on the back of dinner menu.

Wood carving details on the back of dinner menu.

Production

All of the wood pieces and mock up was hand created by me. The pattern were burnt into a piece of plywood using a laser cutting tool. I was able to adjust the depth of cut using tool called Rhino. Then I used stain and painted the plywood twice to gave it a darker brown color. The last step was to coat all wooden pieces with a clear protector to avoid chipping.

Dinner menu, drink menu and “reserved“ signage.

Dinner menu, drink menu and “reserved“ signage.

THESIS

The core of my thesis covers the importance of tourism in the construction of culinary authenticity. Enjoying meal at this restaurant is a lot like a travel experience that is meant to induce awareness and appreciation of the historical and cultural values that were being referenced.

Read my thesis here

Close-up of dinner menu. Details on paper and wood carving around the border can be seen.

Close-up of dinner menu. Details on paper and wood carving around the border can be seen.

The menu paper are printed on natural paper to add texture.
There is a very subtle texture print throughout to add consistency throughout all design pieces.

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Shopping bag and take out box design.

Shopping bag and take out box design.

Ameena packaging design, featuring the back of dinner and drink menu.

Ameena packaging design, featuring the back of dinner and drink menu.

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LOGO SKETCHES

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INTERIOR CONCEPT

I collaborated with fellow interior design student to push the restaurant concept by providing them branding and signage direction that they visualize in a few interior rendering of Ameena restaurant.

Interior Designers: Christle Ratnawati & Kim Au Le

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