ZAYTOON - Modern Persian Kitchen


Designed by Siobhan O'Donovan at Mr + Mrs Stevens

Photographer: Mike O'Toole

Food Stylist: AnneMarie Tobin

Interior concept: John Kaye Design Consultants

Categories: Identity / Packaging

Industry: Commercial

Tags: Restaurant


The owners of iconic kebab joints - Zaytoon - came to us with one request: ‘Make people realise that the food we serve is uniquely nutritious and born of an ancient cuisine that lends itself naturally to vegetarianism / veganism.’

They were eager to avoid a clichéd ‘ethnic’ look so we started by creating a wordmark that has distinctly Eastern characteristics but with a fresh, modern aesthetic. Adding ‘Modern Persian Kitchen’ to the name explicitly shifts perceptions of the brand and offering. We designed a series of custom motifs which, while drawing on heritage Persian carpet designs, are clean and simplified. These help us tell the story of the Zaytoon brand across all contact points from restaurant walls to social media. They are based on brand values we pinpointed in workshop sessions with the client. A soft colour palette and simple typographic approach were established to complete the visual identity.

Zaytoon now welcomes a broad clientele to enjoy the menu in all its Persian Pride with extensive plant-based options, an identity that tells the full story of Zaytoon and interiors in line with the quality of the food. Since rebranding, Zaytoon has expanded from two to four branches and counting...