ZAYTOON

Repositioning a Dublin icon

Brand Identity Redevelopment

Menu Development

All Print Collateral

Interior Consulting

Website Design and Development

The owners of iconic ‘kebab joints’ - Zaytoon - came to us with one request: ‘Make people realise that the food we serve is uniquely nutritious and born of an ancient cuisine that lends itself naturally to vegetarianism/veganism.’

The brief was about changing perceptions and educating palates. They now welcome a whole new clientele to enjoy the menu in all its Persian Pride, with an identity that tells the story of fresh, healthy food, interiors that welcome all and a menu with extensive plant-based options.

Zytn_MissionMotifs from Mr & Mrs Stevens on Vimeo.

Jamshid & Azad were eager to avoid an clichéd ‘ethnic’ looking identity. We started by creating a wordmark that has distinctly Eastern characteristics has a fresh, modern aesthetic. We translated their brand values into a series of custom motifs which, while based on Persian carpet designs, are clean modern and simplified. These help us tell the story of the Zaytoon brand.

Adding ‘Modern Persian Kitchen’ to the name explicitly shifts perceptions of the Zaytoon brand and offering.

With city-wide expansion well underway, the restaurant interiors need attention. A warm-industrial aesthetic was established, with the brand colour palette, communal terrazzo tables, tan leather booths and warm wood finishes. Menu layouts and wall graphics all focus on the Zaytoon message of healthy, delicious, Persian food for family and friends.

The website showcases the food in new photos by Mike O’Toole and styled by AnneMarie Tobin. This was the first time the food had been professionally photographed. The site is menu-forward but also features the brand story and pieces on provenance and nutrition.

Since the rebranding process, Zaytoon has expanded from two to four branches and counting…