Fatira Restaurant

Fatira is a Mediterranean cuisine opened in Manchester, UK. It appreciates a quick lifestyle while preserving the positive
aspect of eating healthy. The restaurant owner had two challenges that they wanted to visualize in their brand identity: First,
they wanted to show that fast does not mean unhealthy food. Second, as the brand introduced an Arabic name to the
English market, they wanted the logo to show the word’s meaning (Fatira), which means flatbread.

The main inspiration for the branding identity is Dali’s art. The rich experience is similar to the life lived in a dream yet done
in a few seconds. This philosophy of a healthy lifestyle is reflected in Fatira’s visual elements. The three main factors of
Fatira restaurant are the authentic flavor, fast food, and a healthy lifestyle. The logo represented these elements by choosing
the handmade font to reflect the original flavor, the clock arms with the dotted circle representing time, and the colorful
ambiance to portray healthy food. To overcome the challenge that the word (Fatira) is not understandable by British culture
and the fact that the iconic symbolism for the pie in the western culture is different from that of the oriental culture. We used
the symbolic western pie and the mixer and the rolling pin to balance the abstraction of the term using simple symbolism so
that it is visually and easily understood.

The design was created in collaboration with Kaf Design Consultants. The brand won an international award (A Design Award).