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Let Us Brighten Up Your Day!


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Case Study



Ishtar Canteen’s brand promise focuses on the end-user where they pledge to make you smile. “Let us brighten up your day” is the promise that the restaurant delivers to its customers. It’s those small moments that we share with others that make a significant impact.


Think of that one special friend you have: they’re only a bike ride away when you have fantastic news to tell or a phone call away when you need help. When you catch up, you find yourselves reminiscing on the good old days while sharing new ones. With this friend, you feel at home in your skin, and together you are unstoppable. That’s Ishtar Canteen.


Here’s how we brought Ishtar Canteen's philosophy to life and delivered it directly to people who love food.



Our Roles

Strategy

Messaging

Visual Identity

Interior Design

Packaging Design

User Experience Design

User Interface Design

Content Development

Content Strategy



Canteen's Challenge



Ishtar Canteen not only wanted to reach a new audience, but they also wanted to work towards a larger goal – to serve its fans with traditional Iraqi food that reminds them of home. We helped Ishtar Canteen become the brand it deserves, increased brand recognition, and opened new doors for a future hundred million dollar franchise with research and strategy.



The Result



Biggest launch in Ishtar’s history!

Over 1000 sandwiches sold during the first 12 hours of the grand opening.



The Journey



The steps we did to create Canteen's awesome brand



Brand Strategy



Positioning



Primary Target


Young adults 20+ who are constantly on the move and looking for Halal food near them.



Secondary Target


Mature adults 45+ who are looking for Halal meals and a place that has the familiarity of an Iraqi atmosphere.



Buyer’s Journey



People are looking for halal options close to them. They‘re tired of finding restaurants that offer the same food or have poor customer service.


They want a restaurant where you can order online or enter the store and have food prepared quickly.



The Brand Story



Sharing food with others is an essential experience. It’s more than just a meal; it’s a wholesome bond shared between family and friends!


We believe that

high-quality Halal meals deepen our emotional experiences with others, which results in memories that last a lifetime!



What is a stylescape?



Stylescapes are the collection of highly curated images, designs, type, textures, and colours that help define visual direction. By creating a visual snapshot you allow clients to become apart of the creative process. We focused on three attributes to bring the stylescapes to life!



Bold, Modern & Nostalgic childhood touches



Stylescape Development



Meet Lena



In her late 20’s, Lena loves to listen to music and dance. She works part-time at the library, where she teaches a small art class. Lena frequently stops by the Canteen on her lunch breaks with her co-workers from the library.



Meet Hussan



Hassan is in his early 20’s, and he loves to play basketball and hanging out with his friends. He studies Architectural Technology at Sheridan College. Being on time is crucial to him because his days are always fully packed. He usually stops by the Canteen for a quick bite to eat.



What our logo stands for.



We focus on elements that bring out the kid at heart. Remembering moments of sitting beside your best friend at school with a hilarious story, both of you crack up laughing. The characters display a bold presence with a childlike roundness on the edges.



Basmel Al-Saad



Owner, Ishtar Cooperation



“ Please make sure you give a HUGE thank you to yourself and the whole team who worked on Canteen’s project. You guys absolutely nailed it, and for that, we are very thankful. Top quality designs, once again… We couldn’t be happier.”



Doodles



Doodles add a unique touch of character and are used lightly in design. The purpose of the doodles is to create a smile or subtly remind you of your childhood when you drew on your notebook.



Pattern Development



The meaning of Hanoot in Arabic means a small shop. This refers to local shops that are found in the marketplace in the Middle East. We choose this word because it is a frequent place that locals look forward to. To use this word in a pattern, we took the basic shapes and tightened the word.



Canteen's Styleguide



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151 Yonge St 11th floor, Toronto, ON M5C 2W7