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BRANDING MANUAL
Design by Zareen Johnson
CONTENTS INTRODUCTION................................. 2 concept................................................ 4 research............................................... 6 LOGO DEVELOPMENT...................... 8 IDENTITY DEVELOPMENT..............12 font system........................................13 colors...................................................14 patterns..............................................15 illustration..........................................16 motifs..................................................18 WEBSITE.............................................19 PACKAGING......................................26 ENVIRONMENT................................30
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INTRODUCTION
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SHIRIN IS A PHILLY-BASED CAFE LOCATED IN THE SOUTH STREET NEIGHBORHOOD.
Its goal is to bring a more diverse range of Iranian foods, specifically sweets and drinks, to the American palate. Shirin strives to make Iranian traditions fun and modern. The aesthetic is sweet and youthful and the cafe itself has a warm, welcoming, and casual environment where people want to come to socialize with friends-no reservations necessary. Shirin serves chai, coffee, juices, syrup drinks, sweets, ice cream, and assorted tapas—all of which are plated beautifully for that perfect post on the ‘gram. It also sells hand-mixed tea in both bag and loose tea form for those who wish to bring home a taste of Iran.
CONCEPT This cafe is inspired by the youth culture of Tehran, where young people are always finding ways to gather and have fun together. Cafes are part of that—since there are no bars, coffeehouses have become very popular among Iranian youth. The Shirin brand aims to get away from stuffy depictions of the Middle East that rely on desert colors and calligraphy, and rejuvenate traditional Iranian motifs with bold colors and modern versions of Tehran’s street foods.
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RESEARCH The imagery used in this brand was inspired by traditional Iranian imagery and modern reimaginings. The patterns are inspired by Iranian tesselations and tiles combined with traditional Iranian foods. The illustrations are inspired by Qajar women, a style of illustrating women that has remained popular since the 1800s. As seen in the middle images on the left page, it has become popular for young Iranians to edit these portraits to reflect modern culture. The page layout is inspired by Persian manuscripts (like the one seen here on the bottom right) with the bordered illustration set off center, as well as patterns in the background and boxed text inside the illustration frames.
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LOGO DEVELOPMENT Lorem ipsum
Shirin’s logo pulls from illustrations of Qajar women that have remained popular in Iran since the 19th century. The Qajar woman is often shown presenting food or other symbolic items. Here, Shirin (which means sweet in Farsi but is also a woman’s name) presents her audience with a glass of tea. The shape of the glass is also traditional in Iran and much of the Middle East. One other mark in the logo that pulls from Iranian culture is the diamond shape above the i’s in Shirin, also repeated in the woman’s necklace. This shape comes from the diamond-shaped marks in Farsi calligraphy. The turquoise color seen on the color version on the next page is an important color in Iranian culture, since Iran is major source of the turquoise stone, and the color represents heaven on earth. The mark is created with ink, which was also used to trace the wordmark. Ink illustrations are used throughout the identity. The type uses the same fonts as used inside of the menu, Filson Pro and Neutraface Slab text.
R I H I
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The final full color logo.
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2 in.
The full color logo always has the outline and text in navy and diamonds in turquoise. Minimum size for full logo (including tagline) is 2 inches tall.
Only use black and white logo without tagline for smaller than two inches.
Use white text version when placed black and white version over colored background.
For under .8 inches, use modified black and white logo that cuts off right under the eyes.
Use the modified wordmark logo in a space where only a vertical mark will fit.
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IDENTITY DEVELOPMENT
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FONT TREATMENT
HEADiNGS
Filson Pro Medium* 26pt
Intro text
Neutraface Slab Text Book 12pt
نام غذا
Adele Sans Ara Semibold** 10pt
name of food..........$
food description
Web body text
Filson Pro Medium 10 pt
Neutraface Slab Text Book 9pt
Neutra Text TF Book***
*Headings should be all caps with the exception of the letter “i” which should be lowercase and use the diamond shape in place of the tittle. **The name of foods in Farsi: use Farsi above names of food items on menu and above names of headings on website menu. ***Use appropriate point size based on desktop/mobile.
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COLORS #36B9B4
#B8205D
C=72 M=2 Y=32 K=0
C=24 M=100 Y=25 K=5
#5EC7CA
#C73D70
C=58 M=0 Y=64 K=0
#D8A12C C=16 M=37 Y=99 K=0
#E4AB1C C=11 M=33 Y=100 K=0
C=19 M=91 Y=34 K=1
#1A3F73 C=100 M=83 Y=24 K=14
#0C5290 C=98 M=74 Y=16 K=3
#70308E
#002536
C=69 M=93 Y=9 K=0
C=96 M=74 Y=52 K=59
#7E3F98
#EA8E6B
C=70 M=90 Y=0 K=0
C=5 M=53 Y=59 K=0
#000000
#36B9B4
C=0 M=0 Y=0 K=0
C=13 M=87 Y=100 K=2
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PATTERNS
Juice Tesselation
Chai Pattern
Eggplant Tesselation
Pistachio Pattern
Cherry Tesselation
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ILLUSTRATION Illustrations were created for every page of the menu, showing different Qajar-inspired women eating modern food. The drawings reference the old style while adding a touch of whimsy, like the spoon that doubles as a setar or the curly straw. All the illustrations were created a brush and ink. Some are meant to sit on top of a line and some meant to end at the line.
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MOTIFS
The floral motif, of which there are several variations, is used as a decorative element on pages of the menu and on the website. The flowers may cross black lines, but not the stems. Do not alter line weight.
The diamonds are used as tittles for the small i’s in the headings, as decorative paragraph separators between text on the packaging, and as indicators of which page the viewer is on in the website gallery.
The arrows are stylized to match the floral motifs. These are used on the website to switch between gallery pages, and also to indicate back to top on the menu page (a turquoise fill willl make it stand out).
This paisley decal is pulled from the chai pattern and used in to mark the location of the restaurant on the website map. The paisley is also a decorative element on the cover of the menu.
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WEBSITE
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The “About” page shares some basic information about the services of Shirin and features an illustration from the menu.
The “Contact” page includes location, phone and email, hours, social media, and a message form, as well as a custom designed map featuring the paisely motif.
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The “Menu” page features this illustration at the top of the page. Each of the words is a link that drops down to that section of the menu farther down on the page.
The “Gallery” page features images posted on Shirin’s Instagram page, along with the captions when you click on the pictures. Photos are always taken in natural lighting with neutral backgrounds and colorful subjects.
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PACKAGING
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1. menu 2. tea bags 3. to-go cups 4. tea bag container 5. loose tea tins 2
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ENVIRONMENT
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Shirin’s physical location should have a cozy, yet modern feeling. Everything should be clean and warm. The inside of the restaurant will pull colors from the menu and packaging and the seats will allow for close gatherings of friends.
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