Jama
For Jama, a modern fusion restaurant, I was tasked with creating a visually striking branding package that included a hoarding board and a food and beverage menu. The goal was to excite and intrigue the public about the restaurant’s launch while delivering a branding direction that balanced class and casualness. This project is one of my proudest accomplishments, seeing the designs come to life in real-world applications and being appreciated by many.
Project Goals
The primary goals for this branding project were to build public curiosity and anticipation for Jama’s launch and establish a cohesive brand identity that reflected the restaurant’s fusion of refined and casual dining experiences. The hoarding board served as an initial introduction to the brand, while the menu provided customers with a glimpse into the restaurant’s elegant yet accessible culinary offerings.
Design Process
Understanding Jama’s vision was key to ensuring the designs conveyed the right message to its audience. I began by researching the brand’s identity and target audience, exploring how a fusion restaurant could present itself as both sophisticated and welcoming.
Hoarding Board
The hoarding board was designed to be a striking visual that captivated passersby and invited curiosity. To achieve this, I featured bold, modern typography alongside enticing images of colorful, plated dishes, hinting at the restaurant’s unique menu. The messaging used short and memorable taglines, such as “honest, wholesome, delicious” to spark interest and anticipation.
The color palette was inspired by natural tones with warm, earthy accents, creating a sophisticated yet friendly aesthetic. The board layout prioritized visibility and legibility, ensuring its impact even from a distance. Its clean, minimal design provided breathing room for the key message, making it an effective promotional tool that resonated with the public.
Menu Design
The menu required careful attention to detail to reflect Jama’s branding direction while maintaining practicality and readability. I incorporated a modern serif typeface for headings and a complementary serif typeface for body text, creating a balance of elegance and clarity.
The layout was clean and well-structured, with thoughtful spacing between sections to enhance navigation. Visual accents, such as subtle textured backgrounds and fine graphic dots, were added to elevate the aesthetic without overwhelming the content.
The final menu felt both polished and approachable, making it a pleasure to read and interact with, adding to the diners’ overall experience.
Challenges & Solutions
Designing for a large-scale format like a hoarding board posed unique challenges, especially in terms of scaling and visibility. To address this, I used bold fonts, high-quality imagery, and an intentional use of whitespace to make the design visually striking and impactful.
Balancing the dual aspects of Jama’s brand—classy yet casual—was a recurring challenge, particularly with the menu. I achieved this by pairing modern typography with warm, earthy tones that conveyed both elegance and warmth, ensuring that the design remained approachable for all customers.
Another critical aspect was ensuring that the designs translated seamlessly into their physical form. Collaborating with printing vendors, I verified color accuracy, textures, and print finishes to bring the designs to life as envisioned.
Key Takeaways
The project successfully generated excitement for Jama’s launch and reinforced its brand identity, with a hoarding board that captivated passersby and a menu design that balanced refinement and approachability. Seeing the designs printed and widely used was immensely rewarding, showcasing the power of cohesive branding. This experience highlighted the importance of consistency across touchpoints, collaboration with vendors for seamless execution, and the role of impactful design in shaping public perception and enhancing customer experiences.