2012 Winners & Shortlists

THE LETTUCE & THE FISH CORPORATE IDENTITY

BrandTHE LETTUCE & THE FISH - FLIP JORDAN
Product/ServiceRESTAURANT
EntrantPHENOMENA Amman, JORDAN
CategoryCorporate Identity Schemes
Entrant Company:PHENOMENA Amman, JORDAN
Design/Advertising Agency:PHENOMENA Amman, JORDAN

Brief Explanation

To come up with a casual identity for a Japanese restaurant, that does not reflect an expensive place beside keeping it classy & modern. Mixing the two different cuisines in one corporate theme

The Brief

The client informed the agency about opening a new restaurant. Getting two different cuisines from the world "Japanese cuisine & Gourmet Sandwiches with salads" was the main challenge, beside having a long name "The Lettuce & The Fish" The brand personality in the brief was friendly, fresh and casual opposite than the look other Japanese restaurants in Jordan have "expensive & formal"

How the final design was conceived

we designed the logo keeping the two main ingredients in mind: lettuce and fish. we wanted to stress the availability of sushi, thus the shape of the logo, not ignoring the lettuce embodied in the green half of it. As for the brand, sushi places in Amman tend to reflect a posh, expensive image. we opted for doodles, a friendly way to break this image and make everyone enjoy a feel-at-home meal.

Indication of how successful the outcome was in the market

It was a very successful launch to the restaurant. In a period of six months, it became one of the most desirable restaurants in the market.

Credits

Name Company Role
Zoulfa Khalaf Phenomena Senior Graphic Designer
Farras Oran Phenomena Head Of Creative
Dana Abu Touq Phenomena Operations Manager
Rasha Shegem Phenomena Account Executive