The task was to design an authentic falafel street food shop. In other words: no design at all.
The brand we were on to create mirrored the product: simple, authentic, accessible to all, yet bold enough to be franchised.
With minimal design, we were able to achieve a brand that has all the familiar aspects of a falafel shop that the customers look for, and without any “surprises” in the taste! An old-fashion fan cutout from the façade, a clean yet simple interior branding, the sandwich price clearly visible on the menu and from outside the shop, local language in all communication, and simple, unbranded packaging to keep the costs low. The name even reflects a popular endearment given to anyone by the name of Ziad (our client’s name).
Overall, the branding mimics the traditional falafel shops around Beirut in a cleaner, more targeted approach that makes duplication and franchising easy.
The place was crawling with people from the first week, and the second branch opened in less than 6 months. With more than 4 shops now open around different parts of Beirut, Falafel Abou ElZiz blends in greatly with its target crowd while looking fresher and cleaner compared to its competitors.