Camila Rodrigues Cavalcanti
Brand Standards Guidelines
Introduction to the Zahra Zahra Brand
The clients are a Syrian couple who have just moved to Canada, with a refugee status. They are creating a middle eastern family restaurant, specifically Syrian. They plan on serving authentic Syrian cuisine with the finest of ingredients. The restaurant will be located at 312 Queen Street East, Toronto, Ontario. The targeted audience are middle class people who fall in the age group of 25 years old and above. The communication strategy is one that appeals to customers who loves authentic Syrian cuisine. Apart from the cuisine the restaurant will also provide an environment that will immerse the customers further into the culture. This includes playing Syrian music and showcasing cultural dances which patrons can get involved in. Zahra is an Arabic word for “flower” and it was chosen because the clients are fond of natural beauty. It also represents their life journey as they would like their business to bloom in their new home of Canada. Although “Zahra” is in Arabic, everyone of different backgrounds will not have any difficulty remembering or pronouncing it. It is repeated because of the influence of Arabic arts - which contains a lot of repetitive patterns. The symbol in the trademark shows the letter “Z” to represent the first letter of the restaurant name. The curvy nature of the design is also inspired from the Arabic calligraphy. The design reference used for the brand is William Morris’s style of “art and craft“. As it is similar to that of middle eastern art - simple, colourful and contains many repetitive patterns. The visual brand for the Zahra Zahra Restaurant showcases the client’s Syrian heritage with an inviting and humble tone. The brand signifies the client’s openness in sharing their culture to everyone, despite their cultural background.
Brand Attributes Traditional Festive Authentic
Positioning Statement Eat, eat, repeat!
Zahra Zahra Brand Standards Guidelines Page 1
The Corporate Mark
Pantone Matching System Wordmark PMS 215 Symbol PMS 4735/ 215
Process Colour Wordmark C32 M97 Y62 K27 Symbol C15 M18 Y23 K0 C32 M97 Y62 K27
When the corporate colours are unavailable use only 100% black
Use the official reverse on any dark ground
Zahra Zahra Brand Standards Guidelines Page 2
The Corporate Mark
The Brand Signature
Use only the official colour, positioning and size when the tagline is combined with the corporate mark.
Minimum size
Do not reproduce the brand signature any smaller than 1.5 inches based on the longest dimesion. 1 inch
Zahra Zahra Brand Standards Guidelines Page 3
The Corporate Mark
The Brand Signature
Use only the official colour, positioning and size when the tagline is combined with
EAT, EAT, REPEAT!
the corporate mark.
Minimum size
Do not reproduce the brand signature any smaller than 1.5 inches based on the longest dimesion.
1.5 inch
Zahra Zahra Brand Standards Guidelines Page 4
The Colour Palette
Primary colour
PMS 215 C=32 M=97 Y=62 K =27
Secondary colours
PMS 669 C=19 M=98 Y=75 K=8
PMS 5493 C=19 M=98 Y=75 K=8
PMS 4735 C=15 M=97 Y=62 K=27
Typographic Specifications
Display Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Used for prominent text
abcdefghijklmnopqrstuvwxyz
such as headlines.
Wox Modelist
Body Text Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Used for smaller text such as
ab c d efg h ij k l m nop q rst uv w x y z
body copy and captions.
Fo g l i h t e n
Zahra Zahra Brand Standards Guidelines Page 5
Imagery
Patterns
Mix and Match Icons
Zahra Zahra Brand Standards Guidelines Page 6
Brand Application: Stationery
T: 416-366-3666 C:416-654-5678
Zahra Zahra
zahra_zahra@gmail.com www.zahrazahra.com 312 Queen St East, Toronto, Ontario M5A 1S8
Zahra Zahra 312 Queen St East, Toronto, Ontario M5A 1S8
John Jones Marketing Dept . 1234 Writing Lab Lane Toronto, ON, M4X 1C6
Zahra Zahra Brand Standards Guidelines Page 7
Camila Rodrigues Cavalcanti
Final Concept PROBLEM: A Syrian couple, Rima and Sahib Nejem, are planning to open an authentic Syrian restaurant located in downtown Toronto. They are both refugees from Syria and are looking to create a new beginning in their new home of Canada. They both love Arabic arts and are fond of natural beauty e.g. flowers, leaves, plants. They plan on serving authentic dishes and pastries from their homeland, with the freshest of ingredients. Apart from serving only food, they will also have an area in the dining room to showcase the Syrian dances Al-Samah and the Dabke.
They want a restaurant that will fully represent their culture. The restaurant will be family oriented with an inviting atmosphere and they will provide a friendly service to everyone. They want the decorations and style of their restaurant to be 100% Syrian. When customers enter their restaurant they will fully be presented with Syrian hospitality and an authentic Syrian dining experience. The design problem is to create a brand system that will represent the couple’s cultural restaurant.
SOLUTION: THEME: MANDALA, ARABIC FONTS, FOOD The Arabic arts depicts a lot of colourful and repetitive patterns. The Nejem’s plans to showcase their culture and to create an inviting atmosphere is greatly represented with this theme. We will reference the Arts and Crafts style of William Morris. This design will reflect the brand’s personality.
BRAND ATTRIBUTES: Traditional Festive Authentic NAME OF THE RESTAURANT:
William Morris designs
Zahra Zahra
The name of the restaurant is reflective of the theme - The influence of the arabic arts which contain repetitive patterns the restaurant name has the same word twice.
POSITIONING STATEMENT: Eat, eat, repeat! This imperative tagline demonstrates the theme of pattern within the restaurant. The slogan also suggests that the customers will enjoy eating from the restaurant indefinitely.
COLOUR PALETTE:
PMS 215 C=32 M=97 Y=62 K =27
PMS 669 C=19 M=98 Y=75 K=8
PMS 5493 C=19 M=98 Y=75 K=8
FONTS: DISPLAY: Wox Modelist
ABCDEFGHIJKLMNOPQRSWTUVWXYZ abcdefjklmnopqrstuvwxyz BOBY TEXT: Foglihten
AB C D E FG HI J K LM NO P Q R ST U V W X Y Z ab c d efj k l m nop q rst uv w x y z
GRAPHIC ICONS:
PMS 4735 C=15 M=97 Y=62 K=27
PATTERNS: