Qasim | Branding :: Behance

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Qasim

Founded by Uzair Akhter, Qasim is a Canadian restaurant specializing in Arabic food, located in the heart of Toronto. Based on cultural respect and sharing experiences through food, the brand plays an active role in creating communities and consolidating the country's multicultural mosaic.

The new positioning aimed to modernize the restaurant without losing its traditional aspects and historical references, emphasizing a friendly personality so that anyone can feel that they belong.

studio.badoque@gmail.com

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Concept

The restaurant’s design identity aligns the old and the new; the traditional and the modern; the west and the east. The Canadian multicultural mosaic is the stage for these contexts to come together.

From the Arabic word “Qāsim”, which means “one who distributes” or “one who shares”, the name rescues the story of how Uzair was welcomed in the country as a refugee, now seeking to reciprocate the action, sharing with Canada a part of his dearest Syrian heritage.

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Visual System

The visual system restores Arab artistic constructions in a modernized language: from the geometric patterns constructions based on circles and hexagons to the use of arabesque. The difference in styles contributes to the brand's visual repertoire.

The colors recall the İznik tiles of the Ottoman period and draw parallels with the western semiotics of the cheerful character of yellow tones and the confidence and calm of blue tones. Typographic composition assumes a secondary role, prioritizing only legibility.