Just as we used to in Lasheen, we accepted the new challenges.
We set with the client, who expressed their intention to open” fetter meshaltet” restaurant in Riyadh.
He wanted to introduce the Egyptian fetter and make it popular there, as it wasn’t well-known compared to the famous Lebanese Manakish and Turkish pies in Saudi Arabia.
He was willing to bet on its success if it spread and Saudis had a taste of its deliciousness.
That’s why they wanted to use the word of “Meshaltet” in the brand name or tagline.
In Lasheen, after the briefing, we faced two important challenges: –
The first challenge was to come up with the brand name and create a tagline that would highlight the Meshaltet, provoke the curiosity of Saudi citizens, and make them understand what Meshaltet means,This would help in increase brand and product awareness.
The second challenge was that while working on the “Am shaltat” project, one of our clients requested us to design the visual branding for their pie shop in Cairo.
This created a competition with ourselves on how we could execute both projects, which were approximately similar items but required different styles. Therefore, we had to carefully consider the target audience and the geographical impact on each brand.
We managed to come up with the name “Am shaltat” and decided to have a permanent tagline بتاع المشلتت ,(Meaning that he is the specialist of meshaletet)
Then, after the client’s approval and appreciation the brand name concept, we started envisioning the appearance of “Am shaltat” as an iconic character.
Since we have extensive experience in design and branding, we found inspiration in KFC’s iconic character, Colonel Sanders, we wished for an opportunity to create something similar because it is cheerful, friendly, and makes you feel like entering to enjoy a meal.
We tried to encompass all these qualities while imagining “Am shaltat.”, We made him a charismatic Egyptian character who exudes warmth through his laughter, symbolizing his rural roots.
Furthermore, we portrayed him as an experienced Egyptian farmer who prepares the fetter himself, so people would feel like they’re eating from “Am shaltat’s” hands. We also depicted him as an elderly person to showcase his expertise in fetter-making.
By Using artificial intelligence (AI), we obtained a unique image of “Am shaltat” that doesn’t resemble any real person (attached in the presentation). Then, we digitally illustrated him at LASHEEN and completed the visual branding, including packaging materials, store signage, employee uniforms, and a subtle pattern with warm colors such as brown and orange to convey the warmth of the Meshaltet Fetter.
Finally, we added a descriptive slogan to be “الطعم الأصلي للفطير المصري”.
