Swfish was inspired by a young woman’s goal to launch Egypt’s first fast food chain that specialized in seafood, which was motivated by her family’s background in the seafood business. Although the Al-Swaify family has a long history of operating seafood restaurants in Egypt, its most recent establishment shut its doors roughly ten years ago. With a fresh outlook for the future of seafood chains in Egypt and the Middle East and North Africa region, Yasmine El-Swaify wished to resuscitate this tradition. Where it is uncommon to locate a fast food restaurant that offers fish with the same speed and efficiency as large worldwide fast food franchises.

The creation of such a brand necessitates research into the local market, and we discovered that the majority of seafood chains in Egypt are run by families, resulting in a disorganized or inconsistent branding and making them more like traditional, old-fashioned restaurants.

Building a powerful brand that can compete with international chains began with a memorable, easily said name that was created by combining the words “swefi” and “fish,” giving rise to our brand name, Swefish.

In order to have a brand logo that stands out, we designed a thick, curved shape that is reminiscent of the traditional beach signs, but in a more modern, curved blue shape to add more dynamic and modern look and feel. We used a thick, bold font to write the word “Sweefish,” which looks powerful, dynamic, and legible.

In the development of brand colors, we used vibrant blue shades, symbolizing the colors of the sea, combined with red, orange, yellow, and beige hues to depict seafood and sauces that go well with seafood.

The shapes and drawings of the brand were influenced by menu items in order to create a visual connection between the brand and the consumer. To make the brand appear friendlier and more welcoming to both adults and children, dynamic cartoonish graphics were created, enticing them to try swefish.