Mitmita Restaurant is a vibrant Ethiopian restaurant located in the heart of London, offering authentic flavors inspired by Ethiopia's rich culinary heritage. The restaurant is named after "Mitmita," a bold and spicy Ethiopian seasoning, reflecting the restaurant’s dedication to creating an unforgettable dining experience through rich, flavorful dishes.
The goal of this branding project was to create a visual identity that captured the essence of Ethiopian culture while appealing to a diverse London audience. The brand needed to stand out in a competitive market, blending tradition with modernity to attract both Ethiopian expats and adventurous Londoners seeking new culinary experiences.
Cultural Representation
The client wanted a brand that was deeply rooted in Ethiopian culture, but not overly traditional to the point of alienating non-Ethiopian customers. Balancing authenticity with modern appeal was a key challenge.
Visual Identity
Mitmita Restaurant needed a cohesive visual identity that could be translated effectively across various touchpoints, from the restaurant’s physical space to its digital presence, including menus, signage, social media, and marketing materials.
Market Differentiation
In London’s competitive restaurant scene, Mitmita had to stand out among other African and global cuisine options. The branding needed to reflect the restaurant’s unique blend of tradition and innovation, while ensuring it resonated with a broad demographic.
Modernized Ethiopian Motifs
I designed a visual identity that merged traditional Ethiopian design elements, such as woven patterns and symbols, with a modern, minimalistic aesthetic. The color palette was inspired by tone of the Mitmita spice, but softened to create a more sophisticated and contemporary feel.
Bold Typography & Iconography
To represent the bold flavors and essence of the Mitmita spice, I developed a custom logotype with strong shapes. The typography was paired with subtle Ethiopian-inspired iconography, such as Mesob (An Ethiopian handwoven round basket used as a dining table), to strengthen cultural ties without overwhelming the modern design.
Flexible Branding System
The branding system was designed to be flexible, ensuring consistency across all touchpoints. I created digital and print assets that could be used for menus, promotional materials, and social media campaigns. Each asset was thoughtfully designed to integrate seamlessly, ensuring that the brand was immediately recognizable wherever it appeared.
Storytelling Through Design
The brand identity was centered around storytelling, with each design element contributing to the narrative of Ethiopian culture and cuisine. This helped Mitmita Restaurant connect emotionally with its audience, inviting them to explore the rich history and flavors of Ethiopia in a modern and approachable setting.
