Case Study: Shibam Restaurant Brand Identity
Brand Identity Design, Logo Design, Visual Communication, Brand Collateral for a restaurant located in the heart of Eastleigh, Nairobi.
Shibam Restaurant is an upcoming culinary destination in the heart of Eastleigh in Nairobi. offering an eclectic mix of traditional and modern cuisine. The restaurant’s vision is to blend authentic, home-style cooking with a vibrant, contemporary atmosphere. Shibam needed a brand identity that mirrored its cultural heritage while appealing to a modern, urban audience.
Project Overview
The goal was to create a cohesive brand identity that reflected Shibam’s unique fusion of tradition and modernity. The branding needed to resonate with both locals familiar with traditional dishes and a wider, more adventurous demographic. I collaborated closely with the restaurant’s founders to deeply understand their vision, values, and the cultural symbolism behind their culinary offering.
Brand Discovery and Research:
- Target Audience Analysis: The first step was defining the target audience. Shibam attracts a mix of young professionals, families, and food enthusiasts. They are culturally aware but open to new culinary experiences.
- Market Research: I researched local competitors and global restaurants with similar concepts. This research informed design decisions that would help Shibam stand out while maintaining authenticity.
- Cultural Elements: I explored cultural and historical elements that resonate with the restaurant’s identity, focusing on the blending of traditional food with a modern twist.
Logo Design Process
The logo design became the centerpiece of Shibam’s brand identity. I aimed to create something visually striking yet simple, representing the core of the restaurant’s brand:
Concept 1: Traditional Fusion: A clean logo incorporating patterns inspired by cultural motifs. This design highlights Shibam’s roots in traditional cuisine.
Concept 2: Modern Approach: A more contemporary design, using bold typography and a modern icon to appeal to younger audiences.
Final Logo: After discussions with the client, we combined the best of both worlds. The final logo included a stylized symbol inspired by Sufuria Lid, paired with modern, elegant typography. It represents the blend of tradition and modernity in both the food and the restaurant’s ambiance.
Challenges & Solutions
- Challenge: Balancing the traditional roots with a modern aesthetic.
- Solution: Through multiple iterations, we were able to blend cultural elements with modern design trends, ensuring the brand spoke to a broad audience without alienating either side.
- Challenge: Ensuring the brand identity worked well across various formats (print, signage, digital).
- Solution: By keeping the design modular and versatile, I ensured that it would maintain integrity whether displayed on large outdoor signs or small business cards.
Client Feedback
Shibam Restaurant was thrilled with the final outcome, especially how the identity captured their vision of blending tradition with modernity. The cohesive branding has already started gaining attention and helped establish a strong first impression among the target audience.
Conclusion
The brand identity for Shibam Restaurant successfully reflects the restaurant’s core values of tradition and modernity. From the logo to the collateral and digital assets, the entire identity system supports the restaurant’s mission of offering a unique dining experience. This project showcases my ability to not only deliver aesthetically pleasing designs but to deeply understand a brand’s essence and communicate it effectively across all touchpoints.
