Sedr is a culinary brand that reintroduces the timeless Egyptian delicacy of feteer to the modern urban landscape of New York. The name Sedr—derived from the traditional metal tray used to serve food in Egyptian homes—is a symbol of hospitality, warmth, and shared experience.

Feteer, a layered, flaky pastry, is a staple of Egyptian food culture—both sweet and savory, rich in history and loved by generations. Sedr aims to transport that experience to a new demographic, preserving its charm while wrapping it in a fresh visual identity that feels both nostalgic and new.

The visual identity is rooted in honoring matriarchal wisdom, ancestry, and ritual. Built around a monochromatic black and white palette, the brand’s system strips away the noise to amplify what’s essential: the story. The logotype is designed to preserve the soul of Arabic calligraphy while echoing the boldness of American diners and street food joints. Accompanying the logo is a hand-drawn mascot—part Teta (grandmother), part legend—who appears throughout the system baking feteer the ancient way: by hand, by heart, by fire.

Messaging plays a pivotal role in the brand experience. Inviting customers into a rich lineage of food, love, and authority you can’t argue with. These expressions turn every wrapper and every sign into a story passed down through generations.

The brand touchpoints, from signage to packaging and digital applications, adopt a structure with expressive typography and playful illustrations, allowing tradition to meet contemporary urban life without dilution. The tone is cheeky, maternal, and comforting—like sitting at your grandmother’s table, whether she’s in Cairo or Queens.

Sedr doesn’t just serve food—it serves memory, warmth, and unapologetic heritage wrapped in a flaky, golden crust. Through a refined yet raw visual system, it proudly reclaims space for Egyptian culture on an international food stage, one crispy layer at a time.