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Yalla Mutabaq is a Bahraini restaurant that launched in 2018 offering a unique dish in the Kingdom - mutabaq. The restaurant serves street food that gives customers an option between sweet or savoury dishes - adding in traditional flavors. Yalla Mutabaq aims to bring people together over food and form connections.
Yalla Mutabaq needed an upgrade to their branding to repositions the brand from seeming like a fast food restaurant, to represent them as a specialised restaurant that heroes their main dish to the audience.
The solutions included creating a brand strategy to correct the look & feel, which allowed us to build a brand system that is colourful, youthful, and vibrant. The brand system has been applied throughout the brand communication in the form of a menu design, packaging design, and the feel of its digital presence.
Yalla Mutabaq’s previous logo design was red and yellow, a classic fast-food restaurants color scheme. We wanted to change that image and transform the brand into a Bahraini restaurant with visual aspects and colors not usually seen together.
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We had an interactive session that was successful, to say the least. In this session, we helped guide Yalla Mutabaq to develop their brand and visual identity design. We agreed on the basic guidelines for the tone of voice, culture, feeling, impact and more. We reached an agreement that Yalla Mutabaq should have a casual tone of voice with a social and playful culture. We also agreed on 3 visual directions that planted the seed for the design process.
The guidelines built the foundation for who the brand is, what they represent and how they communicate to the world. We added in how we want customers to feel when they interact with the brand - which set in stone the basic elements of the brand design. What made us most proud is that Yalla Mutabaq decided to implement our guidelines in further marketing materials and forms of communication.
One thing to note about the design process is that the client was extremely open-minded and allowed us to experiment with designs and styles until we reached the desired results. As we experimented, we decided to take a bold approach by adding in the light blue and orange colors to create funky and quirky packaging designs. The light blue and orange colors are inspired by Bahrain’s sky and sand, incorporated in all branding materials. The unique colors elevate the brand to a new level - enabling Yalla Mutabaq to portray a more creative and local feel to the brand.
The packaging and restaurant menu design transformed the feel of the brand to a more well-established restaurant with a clean and professional menu thanks to the strategy, tone of voice, visual identity, and keywords. These are the stepping stones of building a brand that is well-defined to its customers. This project is evidence of the fact that having a clear strategy elevates the brand to a new level in the market and allows the company to reach their goals and target audience. The design and strategy contributed to tangible outcomes - it allowed the brand to increase their prices to become a more sought out brand in addition to an increase in sales and revenues. This showcases the fact that we not only design brands, but we take those designs to a whole new level and solve business problems.
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