Dina Shehab

Effendi Cafe

Process Book

Abstract: My thesis project brands a themed café called Effendi that is based on the mid-20th century period of Egyptian culture often referred to as the golden era due to its vibrant arts and media production and sophisticated social life. The branding incorporates cultural elements of film, dance, fashion, music, and art during the 1950s and 60s in Egypt. The goal of this project is to bring awareness to the Egyptian golden era that is often overlooked and rarely mentioned especially in the United states.

This project targets both Americans and Egyptian Americans ages 14 and up, who are open to learning more about Egyptian culture. The deliverables include a logo and identity system (business cards, envelope, stationery), menu, wall posters, information cards, wrapping paper, and paper take-out bags. It also includes a branding style guide, a website, and interior/exterior mockups and collaterals such as stickers and loyalty cards.

Link to Dina's website: dinashehab.wixsite.com/portfolio/

Project Elements