BACKGROUND
Saabi Fried Chicken is not just a restaurant; it’s a destination where flavors unite people and every bite is a celebration. With each dish, we strive to forge deep connections with our customers through love and passion. Our mission is to create a culinary experience that fosters community and joy through our expertly prepared fried chicken.
THE BRIEF
Our task was to create a distinctive brand identity for Saabi Fried Chicken that aligns with their philosophy of love and community, while also standing out in the competitive food and beverage industry. The brief required us to:
- Develop a logo that embodies their core values: love, passion, and excellence.
- Create a cohesive visual identity system that works across all touchpoints, from packaging to store design and digital presence.
- Ensure the brand is perceived as a destination for great food and memorable experiences.
OUR PROCESS
- Research and Discovery: Our journey with Saabi Fried Chicken began with an in-depth understanding of their core values: love, passion, and community. We explored the target market, competitors, and the brand’s unique selling points to uncover a visual identity that resonated with Saabi’s essence.
- Brand Strategy: We focused on translating Saabi Fried Chicken’s mission into a visual and emotional narrative. Their core values of love, unity, and celebration were the focal points of the strategy, which helped define the tone and style for the visual identity. The idea was to create a brand that is both modern and authentic, reflecting a warm and inviting atmosphere.
- Creative Direction: The creative direction centered around conveying a sense of excellence and togetherness. A clean, contemporary design language was adopted to evoke a sense of authenticity, while vibrant touches symbolized the celebration that every meal at Saabi offers.
OUR STRATEGY
- Logo Design: We designed a logo that symbolizes unity and celebration. It’s a modern and elegant mark, featuring clean lines and subtle curves that exude warmth. The logo’s shape mirrors the idea of togetherness, representing a community gathered around great food.
- Visual Identity System: A consistent visual identity was crafted, including typography, color palette, and design elements that reflect the brand’s values. The palette is warm and inviting, with a mix of earthy tones symbolizing authenticity and freshness. The typography is contemporary and easy to read, striking a balance between sophistication and approachability.
- Tone of Voice: The brand’s messaging is infused with warmth and positivity, ensuring that every communication reinforces the sense of community that Saabi Fried Chicken wants to nurture. The tone is friendly, inviting, and filled with passion for great food and great experiences.
RESULTS
- The brand identity we created for Saabi Fried Chicken encapsulates their values and mission. The new logo and visual identity system have positioned Saabi as a welcoming, community-driven restaurant that offers more than just food—it’s an experience of love, unity, and celebration. The cohesive design across all touchpoints helps elevate the customer journey, from the first interaction to the last bite, making Saabi Fried Chicken a memorable destination in the food and beverage industry.
- Saabi Fried Chicken is now recognized for its exceptional food and its vibrant, welcoming atmosphere, which fosters meaningful connections within the community.