Hicham Portfolio – Deli Casablanca

Overview

Deli Casablanca, led by the visionary Widad, is a culinary venture that seamlessly blends tradition and innovation. The onset of the pandemic prompted a remarkable pivot in her Moroccan restaurant business in Chesham Bucks. In response to the changing landscape, Deli Casablanca transitioned into a provider of delectable Moroccan meal kits, meticulously crafted and distributed across her postcode. In collaboration with Deli Casablanca, I had the privilege of contributing to this transformation by crafting a brand identity that mirrors the exceptional quality of their gastronomic offerings. The resulting brand identity not only reflects the excellence of the cuisine but also embodies the expertise and unwavering passion that underpins each carefully curated meal kit. Deli Casablanca's journey epitomizes resilience and culinary artistry, promising an extraordinary gastronomic experience for their patrons.

The goal

The primary challenge encountered during the design of Deli Casablanca's brand identity was navigating the shifting landscape of the restaurant industry brought about by the COVID-19 pandemic. With fine-dining establishments profoundly impacted, the traditional dining experience was no longer viable. In response, a new premium category, known as 'Takeaways,' swiftly emerged, offering high-quality meal boxes for patrons to relish in the comfort of their homes. Crafting a brand identity that effectively conveyed the essence of this transformation while preserving the restaurant's unique character and commitment to culinary excellence presented a compelling challenge.

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The outcomes delivered to Deli Casablanca in the design of their brand identity were nothing short of transformative. The incorporation of the "Tree of Life" symbol into the logo not only met the client's specific request but also successfully bridged the gap between the restaurant's traditional roots and its innovative pivot into the 'Makeaways' category. The brand identity effectively conveyed Deli Casablanca's commitment to culinary excellence and its dedication to delivering exceptional Moroccan meal kits. The logo became a visual testament to the brand's adaptability and resilience in the face of the pandemic-induced challenges. It not only remained visually appealing but also resonated deeply with customers, instilling a sense of trust and quality in each meal kit offered by Deli Casablanca.

My process ensured that the brand identity not only met the client's specific requirements but also effectively communicated Deli Casablanca's unique story and positioning to its target audience.

Research and Discovery: The journey began with a comprehensive research phase. This involved understanding the restaurant's history, values, and its transition to the 'Makeaways' category during the pandemic. We also studied the competitive landscape and customer preferences in the local market.
Client Collaboration: Close collaboration with the client was essential. We engaged in meaningful discussions to gather insights into their vision, goals, and the specific elements they wanted to incorporate into the brand identity, such as the "Tree of Life" symbol.
Concept Development: Armed with a deep understanding of Deli Casablanca's unique positioning, we proceeded to develop conceptual ideas. This phase explored various visual elements and design directions while keeping the essence of Moroccan cuisine at the forefront.
Logo Creation: The core of the brand identity was the logo. We carefully integrated the "Tree of Life" symbol into the design, ensuring it harmonized with the brand's messaging. Multiple iterations were undertaken to achieve a visually striking and meaningful logo.
Colour Palette and Typography: We selected a colour palette that resonated with Moroccan aesthetics, opting for warm and inviting colours. The typography was chosen to reflect both tradition and modernity.
Visual Assets: Alongside the logo, we created other visual assets such as patterns, illustrations, and graphical elements that would be used consistently across various brand materials.
Mockups and Prototyping: To provide a real-world context, we developed mockups and prototypes showcasing how the brand identity would be applied to different touchpoints, including packaging, menus, and promotional materials.
Feedback and Refinement: Regular feedback loops were established with the client to ensure alignment with their vision. Adjustments and refinements were made iteratively based on their insights.
Final Brand Guidelines: The culmination of the process was the creation of comprehensive brand guidelines. These guidelines outlined how the brand identity should be consistently applied across all channels and materials.
Delivery: The final brand identity package, including logo files, typography guidelines, colour codes, and usage guidelines, was delivered to the client for implementation.
Launch and Integration: Deli Casablanca's new brand identity was seamlessly integrated across their physical and digital platforms, creating a cohesive and compelling brand presence.

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