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Case study · Brand identity

Mehfil Barbecue brand identity

An identity for a barbecue restaurant built on the idea of a mehfil, a gathering: food, smoke and people around a table. A flame mark, rough type and a palette taken from the grill, then carried onto everything a takeaway order touches.

Client
Mehfil Barbecue, Pakistan
Pieces
Logo · business and loyalty cards · takeaway and delivery boxes · menus · paper bag · tray · meat tags · billboard
Color
Coal Black, Char Smoke, Tandoori Cream, Flame Orange, Clay Ember
Type
Areno Rough for headings, DM Sans for text

The mark

Mehfil Barbecue brand identity: The flame over a rough wordmark, “Barbecue” set under it in the brand orange.
The flame over a rough wordmark, “Barbecue” set under it in the brand orange.
Mehfil Barbecue brand identity: The flame drawn on a grid, so it holds its shape from a stamp to a billboard.
The flame drawn on a grid, so it holds its shape from a stamp to a billboard.

Color and type

Mehfil Barbecue brand identity: Five colors, named for the grill.
Five colors, named for the grill.
Mehfil Barbecue brand identity: Two typefaces: Areno Rough for headings, DM Sans for everything that has to be read.
Two typefaces: Areno Rough for headings, DM Sans for everything that has to be read.

What goes out the door

Mehfil Barbecue brand identity: Delivery boxes and branded tape.
Delivery boxes and branded tape.
Mehfil Barbecue brand identity: A business card, and a takeaway box in hand.
A business card, and a takeaway box in hand.
Mehfil Barbecue brand identity: A serving tray and a paper bag.
A serving tray and a paper bag.
Mehfil Barbecue brand identity: Tags for the fresh cuts.
Tags for the fresh cuts.
Mehfil Barbecue brand identity: The wordmark embossed on a molded clamshell lid, no ink at all.
The wordmark embossed on a molded clamshell lid, no ink at all.
Mehfil Barbecue brand identity: A delivery bag.
A delivery bag.

Cards, menus and signs

Mehfil Barbecue brand identity: The business card and a stamp-style loyalty card.
The business card and a stamp-style loyalty card.
Mehfil Barbecue brand identity: Dine-in and catering menus with a QR code.
Dine-in and catering menus with a QR code.
Mehfil Barbecue brand identity: A billboard.
A billboard.

What we did

  • Drew the flame mark and built it on a grid so it works as a stamp, an emboss and a billboard
  • Named five colors after the grill: coal, smoke, cream, flame and clay
  • Paired a rough display face with a plain text face, so menus stay readable
  • Designed the print that leaves with every order: boxes, tape, bag, tray, meat tags and a delivery bag
  • Set a molded lid to carry the wordmark as an emboss, with no ink
  • Designed business and loyalty cards, dine-in and catering menus, and a billboard

For a takeaway restaurant, the box is the brand. Most people meet Mehfil on a delivery box, not at a table.

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