Dina Shehab: Effendi Cafe

Process Book

Abstract: My thesis project brands a themed café called Effendi that is based on the mid-20th century period of Egyptian culture often referred to as the golden era due to its vibrant arts and media production and sophisticated social life. The branding incorporates cultural elements of film, dance, fashion, music, and art during the 1950s and 60s in Egypt. The goal of this project is to bring awareness to the Egyptian golden era that is often overlooked and rarely mentioned especially in the United states.

This project targets both Americans and Egyptian Americans ages 14 and up, who are open to learning more about Egyptian culture. The deliverables include a logo and identity system (business cards, envelope, stationery), menu, wall posters, information cards, wrapping paper, and paper take-out bags. It also includes a branding style guide, a website, and interior/exterior mockups and collaterals such as stickers and loyalty cards.

Link to Dina's website: dinashehab.wixsite.com/portfolio/

Project Elements

Identity System

Here is a complete set of identity system for the café, it includes the business card, cover letter and envelope for the café.

Brand Style Guidebook

To the side this 6x9 inch Brand style guidebook describes our brand identity and how all the elements for this brand were created as well as important brand rules.

Loyalty Cards

These 2x3.5 inch loyalty cards are a token of appreciation to our customers so that they can come back to enjoy more of Egyptian culture.

Information Cards

These 3x5 inch cards describe important aspects of Egyptian culture during the golden era such as dance culture, fashion styles, and even political events to give the customer an idea of what this period was like.

Stickers

These 2x2 stickers are collaterals for customers they depicts the individual actors and musicians mentioned above, these stickers are for visitors so that they can have a token of the project to place anywhere they want.

Packaging

The packaging compliments the brand by incorporating the logo as well as the themed pattern throughout. Packaging elements include cups, bags and wrapping paper. The wrapping paper designs include 5 famous musicians from this time who are well known and inspire Egyptians till this very day.

Cafe Exterior

The cafe exterior includes 2 mockups of the cafe exterior.

Cafe Interior

The cafe interior includes a mockup the cafe interior and the seven wall posters of famous actors of the Golden Era that would be featured on the walls.

Website

On the site you can see more information about the café such as the different foods and drinks that are served as well as the location. Customers can also contact the cafe through the website. It includes a total of 6 pages, the home page, about us page, a gallery page, a location page and a contact us page.

The café website can be accessed at www.effendicafe.com.

Dina Shehab

Effendi Cafe