FALAFEL TAHER RESTAURANT
Concept Development, Complete Branding, Packaging, Visual Design, Brand Guide
The Minister of Commerce in Kuwait imposed legislation in 1984 to fix the prices of falafel. That legislation was put in place to make sure that everyone could afford a meal, specifically domestic workers and low income people. A falafel sandwich costs 0.1 KD = 0.33 USD and one falafel piece costs 0.050 KD = 0.165 USD.
The legislation lead to the expansion of falafel restaurants all over the country, but since restaurants couldn’t raise their prices, they maximize the profit by means of jeopardizing the quality of ingredients, operations, and living conditions of the workers, all while paying them minimum wage.
You can think of falafel restaurants in Kuwait as the equivalent of regular convenience stores that you would normally find in the U.S., except their prices are fixed. They are an integral part of the culture and quite prevalent.
Once the prices are fixed, as a customer, the decision of which convenience store to buy from - in this case a falafel restaurant- is influenced by several factors: location of the store, quality of food, the appeal of restaurant and branding, and the values the store stands for (i.e. fair pay, good working conditions, environmentally conscious, etc.).
While the west knows what falafel is, the east can tell the difference of the origin of the falafel. The Egyptian falafel differs from the Lebanese, Palestinian, Syrian, or Jordanian falafel in terms of ingredients, portion of ingredients mixed, equipments and process of mixing.
While Falafel Taher is serving falafel with the same price point as other restaurants, it is a modern twist on regular falafel restaurant in Kuwait. It uses high-quality authentic ingredients sourced directly from Egypt, and the same recipes, equipment, and mixing methods from Egypt. Even the chef and staff are Egyptians themselves. They also pay fair salaries to workers to ensure them a better quality of life and use environmentally-friendly operations and packaging.
The branding and visual design of the restaurant are inspired by Egypt and the falafel restaurant culture in Kuwait. The design includes the geometrical appeal of the pyramids, the color scheme of Nubia town, and the famous falafel cart in the Egyptian streets. While the visual design maintained the feel of the generic packaging of falafel restaurants in Kuwait, it added a little twist by customizing the design to the elements and colors of Falafel Taher.