The challenge in this project is that the brand Orma has already existed for years, but in the field of livestock breeding and the sale of 100% local meat.
Orma is particularly known, especially in the B+ segment and above in great Cairo, for its practice of packaging meat and delivering it vacuum-sealed in a healthy manner directly to customers’ homes.
Customer feedback, particularly regarding the quality of the meat (especially the burger, which is locally sourced), served as the motivation to open a brand specializing in burger sandwiches and other similar items.
During the briefing the client focus on 2 main aspects:
1-Utilizing the current name “Orma” and whether the same logo could be used?
2-Demonstrating that the meat is 100% locally sourced from the actual livestock itself, rather than being imported like most or all of the competitors in the market.
And this is where the challenge began.
We changed the logo because there were several comments on it (attached).
We created a new logo that clearly displays the word “Orma” along with a portion of the actual Orma wood texture (the wood on which the meat is traditionally cut). We used warm colors combined with black to convey the concept of a fast food with high quality.
We also added a fixed tagline, “100% baladi, 100% lovely,” to emphasize the loving care in raising the cows. However, we wanted to make it even clearer that our meat is 100% local, so we create a slogan to be “Meat in Egypt”.
We have completed the project at lasheen, including the design of signage , packaging materials, uniform, delivery box and menu.
Orma now located on AL Obour city at Chillout station.
We look forward to receiving your feedback.
