Jeedas

Jeeda’s is a gastronomic experience honoring the mystique of Latin American and Mediterranean cuisine. It is the second location following the Alexandria location in Egypt. Jeeda’s combines the freshness of Spanish sea food with the delectability of Mezze to create a unique gastronomic melting pot of culture.

The key idea was to rebrand the restaurant to fit the modern aesthetic of its location while also creating a sense of mystique and magic. The design team did extensive research on marine and land animals and their symbolic value in different ancient cultures to emphasize the blend of cultures represented in the menu, while narrowing down mostly on Latin American and Mediterranean cultures.

The logotype centers around the warping of the Latin serifs to create a fun twist that serves as an ode to waves of the Mediterranean. Coupled with a marine inspired color palette that brings life to the logo.

The typographic palette is modern and sleek as to not disempower the logo and the illustrations while maintaining a strong presence. The most important elements of the visual identity are the mythical characters created specifically for the brand, each with a different symbolism inspired by ancient cultures. These characters as well as similar visual elements serve many purposes in the cutlery design, space, packaging, and print. This creates an inclusive brand identity that ties together the different aspects of the extensive identity. The illustration based visual identity creates a fun yet mystical feel to the brand, that complements the gastronomic mélange of cultures while also keeping a respectful non-appropriative attitude towards different cultural themes.