This is a branding redesign project for a local Mediterranean restaurant, Gita Pita. The owners have been in business for a few years but are new to the Heartside downtown area. Heartside is full of small boutiques and locally owned restaurants that cater to the busy college students, medical, professional and residential neighborhood clientele. They offer reasonably priced food made for you as you order.
What makes Gita Pita stand out is they make all fresh ingredients every day: shawarma, pickled vegetables, and pita bread. They use a centuries old technique to make their pita on a saj grill. The saj grill creates a unique and wonderful stretchy wrap for their flavorful shawarma.
The original branding didn’t portray the unique, handmade Mediterranean quality of the delicious food offered at this local, family owned restaurant. I created a hand drawn logo mark feels right at home with the fresh, homemade Baba ganoush, Tabouli, and Falafel.
This is a Bronze ADDY 2017 winner.
Full color, and gray scale
The colors are natural and soft to reflect the homemade quality of the foods and the welcoming, friendly nature of the family who are always eager to talk about their offerings. The dot in the i represents the falafel- a uniquely Mediterranean food.
Our tagline is a challenge to our customers: try something new. The local fare is typical mid-west fare, so trying to get people to try something they have never eaten or heard of would be a unique opportunity. Gita Pita’s doesn’t advertise, so their customer base is entirely word of mouth. Try something new challenges new foodies to explore outside their comfort zone, and also a challenge to regular customers to find something different to try- because, you know it’s all going to be delicious.
The large windows give an excellent opportunity to showcase the logo and a floral Mediterranean motif. The Gita Pita logo is prominently displayed in the center. A pale yellow and light green are inviting and fresh.
Interior wall art
Custom icons were created for their signature foods. The icons are variables of the flower motif. The flower motif was taken apart are reassembled to represent each of the uniquely Mediterranean food options offered at Gita Pita.
The fresh vegetable ingredients from the Middle East inspired this color palette. The bright colors reflect the unique, colorful food ingredients found at Gita Pita, like eggplant, red cabbage, and green peppers,
Staff is the ambassadors of the brand. The food at Gita Pita is not the typical local fare. Therefore challenge adventurer eaters to new tastes. Our t-shirts in bold colors emphasize the unique offerings are fun to eat and fun to say.
Canvas aprons in Falafel Green with the call to action “try something new” are an invitation to new and regular customers.
I went through a lot of variations until I landed on the final one. I started with simplified Mediterranean motif shapes then tried to keep that as my text boundary. Sketching is one of my favorite parts of logo creation. I love putting pencil to paper and exploring lots of options.