BRAND PRESENTATION
Mr Dyaf
A generous taste of Morocco.
Brand identity, print & campaign
Food & hospitality
THE IDEA
Hospitality with a recognisable face.
A visual identity and communication system for a Moroccan butcher shop and grill restaurant in Meknès. The work connects a distinctive portrait emblem to menus, business cards, staff-uniform applications, a three-part social launch campaign and Instagram Reel covers.
VISUAL DIRECTION
A Moroccan arch frames the portrait, while crossed skewers and a flame connect the signature to the grill. Black and white form the foundation; saffron yellow and deep red bring warmth and emphasis. Serif display type, clear supporting text and Arabic headlines carry the identity across print and social communication.
- Designer
- Youssef Aamir / NDIDART
- Contribution
- Visual identity, typography, menu and business-card design, uniform application, social campaign and Instagram Reel covers.
EXPLORE THE SYSTEM / 10 CHAPTERS
Inside the project.
Start anywhere.
Every detail is connected.
LOGO SYSTEM
A portrait. An arch. A connection to the grill.
The primary signature brings together a portrait inside a Moroccan arch, the Mr Dyaf name, crossed skewers and a flame. The portrait icon and the grill symbol can also stand on their own, extending the identity into smaller formats.
CLEAR SPACE
Give the signature room.
The clear-space guide defines a protected area around the logo. This separation keeps nearby text and graphic elements from competing with the portrait and name.
LOGO VARIATIONS
One silhouette, four expressions.
White and black versions establish the monochrome foundation. Yellow and red versions bring the same silhouette into the supporting palette while keeping the portrait, arch and lettering consistent.
COLOUR PALETTE
Contrast, with warmth.
Black and white give the identity its structure. Saffron yellow highlights key information, while deep red adds emphasis across the logo and campaign materials.
Select a colour to copy its HEX code.
TYPOGRAPHY
A voice across two scripts.
Cormorant Garamond brings character to display text. Montserrat supports descriptions and practical information, while Noto Kufi Arabic carries Arabic headlines and supporting copy. The specimen brings these roles together in one reference.
MENU DESIGN
From the display counter to the table.
The eight-page menu brings the identity to the dining experience through dark backgrounds, decorative borders, food imagery and clear price placement. A presentation mockup shows the tacos and hamburger pages as an open printed menu; the complete design is available in the PDF.
View the full menu · PDF
BUSINESS CARD
The identity, in a compact format.
A presentation mockup brings the two sides together: the black front carries the portrait logo and Darija line, while the light back holds the contact details and location QR. The patterned border connects both faces to the menu and wider identity.
View both sides · PDF
STAFF UNIFORM
A signature worn with pride.
The supplied uniform mockup places the white portrait logo on a black apron. Fine yellow edging connects the garment to the wider palette, showing how the identity can extend into service.
SOCIAL LAUNCH CAMPAIGN
Announce it. Give it character. Put it on the map.
Three social posts introduce the opening, the hospitality message and the location. A newspaper composition leads the announcement, a serving cloche reveals the grill on yellow, and a meat-shaped map pin turns the address into a visual idea.
INSTAGRAM REEL COVERS
Before the opening. On the day. Behind the story.
Three Reel covers follow the project from a coming-soon teaser to the opening celebration and a documentary introduction. Warm photography, bold yellow headlines, black panels and Moroccan pattern details connect the series. Architecture and storefront imagery establish the setting, while the event scene and portrait bring people into the story.
LET’S WORK TOGETHER
Your next idea.Let’s give it form.