2014 Winners & Shortlists

Brief Explanation

Our first reaction was: "So designing without design?". We jumped into the challenge and made sure we shared the same vision as the client's.

The Brief

We were asked to create a franchisable falafel shop, falafel being a culture-anchored food. The brand had to respect both a genuine falafel shop and a loyal falafel consumer. This meant designing a brand ready for duplication without affecting the falafel image Lebanese consumers are used to, which is no image at all!

How the final design was conceived

With minimal design, we were able to achieve a brand that has all the familiar aspects of a falafel shop that customers look for, and without any "surprises" in the taste! An old-fashioned fan cutout from the façade, the sandwich price clearly visible (a pre-requisite for any taxi driver), local dialect in all communication and simple, unbranded packaging to keep the costs genuinely low.

Indication of how successful the outcome was in the market

The place was crawling with people from the first week, and the second branch opened in less than 6 months.