Every brand I design carries a story filled with inspiration and uniqueness. Chefchaouen’s story is one of those tales I take pride in, and today, I am excited to share it with you.
Chefchaouen is more than just a brand; it’s a vision for a Moroccan restaurant set to open outside Morocco. The goal is to allow people from all over the world to immerse themselves in the authentic Moroccan culture in all its diversity.

The journey to bring this brand to life wasn’t easy. One of the first questions I asked myself was:
Where should I start with the identity?
The answer is simple: the identity was crafted a while ago, but today I’ll walk you through how it all began.

The Restaurant Name (Chefchaouen):
The name is inspired by the famous Moroccan city, Chefchaouen. What intrigued me was that the first syllable, “Chef,” means “cook” in Arabic. This led me to name it “Chefchaouen,” blending the culinary essence (“Chef”) with the name of a Moroccan city. But after settling on the name, we faced a new challenge: the colors.

The Colors:
Initially, I considered reflecting the visual identity of Chefchaouen, known as “The Blue City” due to its blue-painted buildings. However, I realized that focusing solely on blue wouldn’t capture the broader spirit of Morocco. I wanted the brand to represent the entire Moroccan identity. To achieve this, I chose the colors of the Moroccan flag (red and green) and added gray and white to create an antique vibe that complements the story I wanted to tell.

The Story:
The goal was to make visitors feel as though they were in Morocco the moment they stepped into the restaurant, even if they were miles away.
But the question was: What could I offer them? Would food alone suffice?
Of course not. Morocco is much more than its cuisine. It’s about art, music, and a rich cultural heritage.
That’s why I decided to incorporate elements that reflect Moroccan culture into the brand identity, such as:
A drawing of a man playing the “Guembri,” a traditional Moroccan string instrument.
A woman in traditional Moroccan attire playing the oud.
A man serving authentic Moroccan tea on a tray.
A vibrant scene of a Moroccan dancer performing… and more.
Once I defined these goals, I began designing the brand’s strategy. This strategy is rich with details, and I invite you to explore it in the project.