Naan Kabob is an authentic Afghan cuisine Restaurant Chain in toronto, the mission was to rebrand N.K and develop an Identity that truely reflects and essence of Afghan heritage and cultural values which revolve around true dedication of guest courtesy and hospitality. Inspired by the essence of the Afghan culture’s unique heritage & art, we created an iconic brand identity that speaks to their passion for authentic flavors, heritage, and community. The floral icon was inspired by the National symbol of Afghanistan and C. Asian countries which is the Tulip which is a primary shape used in their artifacts and decorative elements, it also symbolizes the beauty of kabob dishes as the middle shape takes the shape of a kabob piece, overall forming a “culture on a plate”. The symbol then becomes the main element of designed echoed throughout the identity systems and visual communications.

We were tasked with developing a brand strategy for an expanding restaurant chain that had a strong but relatively unknown presence.

The customer journey map we developed established a clear path for the guest experience, incorporating Persian vocabulary and verbal communication in order to reinforce the authenticity of the culture they were meant to get during their dining experience.

We also developed key messaging that was infused with Persian vocabulary to further enhance the authentic experience guests are meant to get during their dining experience, allowing them to engage and interact with the restaurants cultural brand values.

The logo redesign addressed and fixed some of the previous technical and aesthetic issues, upgrading it into a more impactful and recognizable mark that is inline with the brands future growth and expansion plan on an international scale.