Food Central - Brand Identity
In 2020, Deira City Center launched a brand new food hall concept designed to bridge the gap between low-cost fast food and fine dining. It aimed to promote fresh, healthy ingredients, meals made-to-order and put a focus on the moments we enjoy together over good food. They needed a branding system that conveyed these authentic, human values.
Mullenlowe MENA commissioned me to create the entire identity system for the new brand due to my experience with hand typography.
I created a complete branding system—stacked dual-language logos, landscape and partner logos, a brand pattern and a template for designers and vendors to recreate on-brand layouts quickly. The guidelines were comprehensive, right down to a headline system which allows a very 'hand-written' style, using only fonts and glyphs to ensure the consistency of the brand is maintained moving forward.
To keep the hand-typography flowing throughout the interior design, I created a series of neon signs which were installed around the venue.
Food Central has been extremely well received, and is set to roll out across other City Center malls in the UAE in future.