Work Brief: Create a brand identity design for a Middle Eastern fast food place located in Astoria, Queens.

Deliverables: logo design, identity system, packaging, marketing assets, store interior vinyls and stickers, brand style guide, stationary, uniforms and giveaways.

Approach: Darna is a casual Middle Eastern fast food place in Astoria, Queens that combines a rich Middle Eastern food palette with a diverse array of fresh meat, veggies, dips and sauces. Its aim is to appeal to the new and changing neighborhood demographic; it has more young professionals and ethnically diverse people moving in. The feel is intended to be hip and inclusive. I found it most appropriate to move away from the cliche approach to Middle Eastern restaurants (lanterns and islamic patterns) and adopt a more modern approach to the branding by combining common English, Arabic and Franco-Arabic phrases that are commonly used by Middle Easterns, including as many arabic dialects as I could.

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