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Case studyBranding

IdentityColourPatternPackaging

Restaurant

Aghadeer

Opening frame of the Aghadeer brand film

Aghadeer brand film. Motion film made from the original Aghadeer identity boards and brand applications.

Overview

An identity for Aghadeer that combines a spoon, a leaf and a plate into one rounded symbol beside a bold wordmark.

The presentation specifies an orange-led palette, Bungee typography and a pattern, and applies them to boxes and cups. Abcon also built the Aghadeer website.

BriefThe food identity needs to carry from a small cup to a broader restaurant presence. The design task is to connect the food-related symbol, bold name and supporting graphics in one usable system.

Services

Scope

  • Symbol and wordmark
  • Colour palette, typography and pattern
  • Packaging applications

Sources

A person seen from the chest down on a balcony holding a white Aghadeer paper cup with an orange band.
Morning on the balconyThe Aghadeer identity in a lifestyle photograph of a morning cup held on a balcony.

How to read this deck

The deck pairs the client’s original presentation boards with new application scenes that show the identity in use.

Some of the older boards have been redrawn. Each one sits where the original stood, with the real original design in its corner and a View original button to open it in full.

Chapter 01

Concept and inspiration

Aghadeer: Inspiration
InspirationA spoon, a leaf and a plate are shown as the starting points for the symbol.
Aghadeer: Aghadeer spoon, leaf and plate inspiration
Aghadeer spoon, leaf and plate inspirationA spoon, a leaf and a plate appear on a pale pink field in the original inspiration board.

Chapter 02

How the logo was formed

The Aghadeer logo shown large on a pale paper ground with thin construction lines, circles, a modular grid and a clear-space frame built from a unit x.
Logo constructionConstruction study of the Aghadeer logo, showing its geometry and clear space.

Chapter 04

Logo variations

Aghadeer: Monochrome versions
Monochrome versionsWhite on charcoal and charcoal on white.
The Aghadeer rounded-square symbol with its leaf and spoon cut-outs in cream, enlarged and cropped off the corner of a bright orange field.
Symbol on orangeThe Aghadeer identity showing the leaf-and-spoon symbol alone, enlarged on orange.
Aghadeer: Logo and standalone symbol
Logo and standalone symbolThe orange logo on white, and the symbol on its own on charcoal.

Chapter 05

Colour

A specified system

The palette board gives six colour values, from the lead orange (#e38623) to warm neutrals, and the typography board sets Bungee Regular beside an orange pattern. Boxes and cups use both.

  • Accent#FF8510
  • Surface#2B1608
  • Ink#FFFFFF

Colours sampled from the original identity boards.

Aghadeer: Colour palette
Colour paletteSix swatches with their values: #e38623, #eeb67b, #F9E7D3, #716a5b, #aaa69d and #e3e1de.
Four vertical panels in orange, cream, charcoal and taupe, each carrying the Aghadeer logo in the version that reads on that colour.
Logo on colourThe Aghadeer identity as the logo on four colour panels: orange, cream, charcoal and taupe.
Painted patches of orange, peach, cream, brown and grey on a clean plaster wall with paper stock swatches taped beside them and a brush on a paint tin.
Orange and cream in materialsThe Aghadeer identity: the brand orange, peach, cream and brown as painted patches and paper stock.

Chapter 06

Typography

Aghadeer: Typography and pattern
Typography and patternBungee Regular beside a repeating orange pattern.

Chapter 07

Pattern and graphic elements

The Aghadeer orange and cream star-leaf pattern filling the whole frame, with a round charcoal badge holding the symbol and wordmark.
PatternThe Aghadeer identity as a full-bleed brand pattern with a logo badge.
An orange cross-shape pattern printed on a paper tray liner and a neatly folded napkin on a polished steel tray, with two cardamom pods.
Pattern on a tray linerThe Aghadeer identity: the orange cross-shape pattern printed on a paper tray liner and napkin.
A gift box wrapped in orange cross-shape pattern paper with a cream string and a small orange Aghadeer sticker, on a clean oak counter with a hand resting on it.
Pattern on a wrapped gift boxThe Aghadeer identity: the orange pattern as wrapping paper around a gift box.

Chapter 08

Packaging

An orange Aghadeer box and an orange and a white paper cup on a pale stone cafe counter.
Aghadeer: Box and cup mockups
Box and cup mockupsOrange boxes and paper cups carry the symbol and wordmark.
Boxes and cupsThe Aghadeer identity on a takeaway box and paper cups on a cafe counter.
The Aghadeer takeaway range on a clean cream tabletop: stacked orange boxes, hot and white cups, a kraft bag with the symbol, a lidded pot, a folded napkin and a wooden spoon.
Packaging rangeThe Aghadeer identity across the takeaway packaging range.
Two orange Aghadeer boxes with the white symbol and wordmark stacked on a clean steel counter in a bright kitchen.
Aghadeer: Aghadeer takeaway-box presentation
Aghadeer takeaway-box presentationTwo orange takeaway boxes use the white Aghadeer identity and pale repeat-pattern panels.
Orange boxesThe Aghadeer identity on two takeaway boxes on a kitchen counter.
Aghadeer: Aghadeer takeaway print-material study
Aghadeer takeaway print-material studyThe Aghadeer identity on its documented takeaway box, with the original repeat pattern presented as a print-material study.
Aghadeer: Aghadeer box and cup application
Aghadeer box and cup applicationThe Aghadeer identity on takeaway packaging.
An orange and a white Aghadeer paper cup with lids on a clean black cafe table at golden hour.
Aghadeer: Aghadeer cup presentation
Aghadeer cup presentationOrange and white takeaway cups demonstrate the reversed identity treatments in their own client PDF board.
Orange and white cupsThe Aghadeer identity on two paper cups on a terrace table.

Chapter 09

Stationery

A top-down stationery set on dark slate: orange and cream business cards, a letterhead with a pattern edge, an orange envelope, a debossed charcoal folder and a brass pen.
StationeryThe Aghadeer identity on business cards, letterhead, envelope and folder.
A hand lays an orange Aghadeer business card over a cream card on a pale stone restaurant counter, beside a black pen and a stack of white plates.
Business cards at the counterThe Aghadeer identity: orange and cream business cards on a restaurant counter.
A cream letterhead with an orange pattern edge and an orange envelope with the white leaf symbol on a clean oak desk beside a pen and a tea glass.
Letterhead and envelopeThe Aghadeer identity: a cream letterhead with a pattern edge and an orange envelope on an oak desk.

Chapter 10

Digital

A hand holding a phone against a bright orange backdrop, showing an Aghadeer Instagram grid of orange symbol tiles, pattern, boxes, a cup, rice and an apron.
Instagram gridThe Aghadeer identity as an Instagram profile grid on a phone.
A phone leaning on a cafe table showing an orange Aghadeer story frame with the white leaf symbol, next to a paper cup with an orange pattern band.
Story frame on a phoneThe Aghadeer identity: a single story frame on a phone resting on a cafe table.
A laptop on a tidy oak desk showing an Aghadeer social profile of orange tiles and packaging, beside an orange takeaway box and a pen.
Profile open on a laptopThe Aghadeer identity: the brand profile open on a laptop on a studio desk.

Chapter 11

The brand in the world

The original box and cup mockup applies the wordmark, emblem and repeat to takeaway packaging. Large orange areas and clear light-space placements keep the identity coherent across the two formats.

An orange Aghadeer restaurant frontage at dusk in Dubai with a lit white wordmark sign, a pickup hatch with orange boxes and cups, and wooden stools outside.
Aghadeer frontage at duskThe Aghadeer identity on a restaurant frontage, takeaway boxes and cups.
Two hands pass an orange Aghadeer box through a kitchen pickup window framed by the orange brand pattern, with a branded cup and paper bag on the counter.
Aghadeer pickup windowThe Aghadeer identity on a pattern wall, takeaway box, cup and bag.
Three canvas aprons in orange, cream and brown and an orange cap hang on wooden pegs, each printed with the Aghadeer symbol and wordmark, above a shelf of orange boxes and a folded pattern tea towel.
Aghadeer kitchen apronsThe Aghadeer identity on staff aprons, a cap, takeaway boxes and a tea towel.
A new orange Aghadeer paper cup with a lid and the white symbol and wordmark, beside a folded orange napkin printed with the brand pattern, two cardamom pods and a wooden spoon on linen.
Aghadeer cup and pattern napkinThe Aghadeer identity on a paper cup and a patterned napkin.

Chapter 12

In people’s hands

  • Two hands lifting the lid of an orange Aghadeer box on an office desk beside a keyboard and notepad.
    Orange box at the deskThe Aghadeer identity in a lifestyle photograph of an orange box opened on an office desk.
  • A courier seen from the chest down handing an orange Aghadeer box to a resident's hand at an apartment door.
    Doorstep handoverThe Aghadeer identity in a lifestyle photograph of a doorstep delivery handover.
  • A person seen from behind carrying a stack of orange Aghadeer boxes through a kitchen back door.
    Boxes out the backThe Aghadeer identity in a lifestyle photograph of a stack of boxes carried through a kitchen.
  • Three white Aghadeer paper cups with lids and orange bands lined up on a clean stainless-steel counter.
    Three cups on steelThe Aghadeer identity in a lifestyle photograph of three cups on a steel counter.
  • A top-down view of an orange Aghadeer box on a woven sisal mat with a hand resting on the lid.
    Box on a sisal matThe Aghadeer identity in a lifestyle photograph of an orange box on a woven mat.

Chapter 13

Campaign

A backlit bus shelter poster in orange with the white Aghadeer logo on a clean Al Barsha roadside at golden hour, with a bench and a passing car.
Bus shelter poster, Al BarshaThe Aghadeer identity: an orange backlit bus shelter poster in Al Barsha.
A neat stack of orange Aghadeer flyers with the white logo and a pattern border on a pale stone restaurant counter beside an orange paper cup.
Flyers at the restaurant counterThe Aghadeer identity: a small stack of printed flyers beside a cup on a restaurant counter.
Three backlit street posters on a clean Dubai pavement at blue hour: the white Aghadeer logo on orange, the geometric pattern with a charcoal symbol badge, and an orange box and cup on cream.
Street postersThe Aghadeer identity on three backlit street posters at blue hour.

About this deck

What we built

A spoon, leaf and plate symbol, orange-led palette, Bungee typography, repeat pattern and packaging applications. The portfolio also includes an Aghadeer website.

About the originals

The original boards are from Abcon’s original project presentation and include application mockups.

What does your brand need next?

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