Understand

How to create a new strategy, design and roll out of a redeveloped brand for JAG?

With a background rooted in years of Azeri history and the appreciation of good food, The Jag Restaurant aims to bring the experience of home-like Azeri hospitality and flavours to Dubai – a city known for it’s multi-cultural society, fast moving nightlife and the need for adventure and discovering ‘the new’.

The Jag Restaurant hopes to satisfy those who hunger for only the best taste and those who look to get away from the buzz of an ever growing metropolitan lifestyle.

Position

1. Hear (Reputation)

Its about a quality, experience, good food its fresh.

2. See (Impression)

It is easy, relaxing, homely, rustic.

3. Touch (Impression)

It is modern, traditional, multi-cultural and educated.

4. Taste (Character)

Its about flavor, hospitality its unique and organic.

Aroma

The Big Idea

Sensory Harmony

The Jag Restaurant is a place where food and tradition meet quality, service and the modern.

A place where all your senses will be pleasantly awakened.

Decide

Initial Brandmarks.

Recommended Brandmarks.

Concept One

Lets Start At The Very Beginning

At the core of this idea is the symbol of human DNA whichrepresents the beginning of life as we know it, the essence ofany sensation and the basis for all harmony. The graphicrepresentation of the symbol works with two intertwining linesthat showcase this harmony and continuity as the key elementsof the Azerbaijani culture and cuisine. This design gives theimpression of calmness and self-confidence, it creates a senseof luxury in a temperate dimension, and encourages you tosense more and enjoy the perfect balance that ensues.

Moodboard

Logo Creation

Logo

Color Palette

Gold

90% Black

60% Black

Color Variations

Mockups

Concept Two

A Symbol of Heritage

The story and heritage of Azeri food is timeless. ContemporaryAzeri food inherits its attributes from diverse influences but stillremains unique and distinctive. Here we look at Azeri cuisine asa symbol and express the great values and traditions of thecountry’s heritage. This graphic concept (the star) representsthe best Azeri tradition and the mix of ancient cultures intomodernity.

Moodboard