JUDIE HAIDAR DESIGN

The assignment was to create an identity system for an imagined company. Zaytoon Coffee is a Syrian-inspired cafe that brings together the elements of your typical local coffee shop, with a cultural twist. It has the ideal environment to study, socialize, or just stop in to get your favorite drink with a sweet treat. Zaytoon will give people the opportunity to learn about a new culture. 

Zaytoon is a Louisville coffee shop with a Syrian cultural concept. The target audience is Syrians or Middle Easterners, yet it is a welcoming place for people of all cultures. The goal is to create an environment that is contemporary and includes elements of traditional Syrian art. This way, it feels nostalgic to Syrians but evokes a feeling of creativity at the same time.

The brand attributes considered when creating Zaytoon Coffee are community, creativity, and authenticity. Coffee shops tend to be a place where people go to do work and study. It’s important to create an environment that evokes creativity to motivate people to work hard. This was done by using bold colors and isometric patterns. Since Zaytoon Coffee represents the Syrian culture, it’s important to include factors that are authentic. Incorporating geometric patterns and arches that are essential in Syrian architecture kept the authentic feel. Community is not only important for Syrian culture but for cafe culture as well. Having patterns that intertwine with each other and are close in proximity gives the feeling of community.