Trevor Harkema - Naf Naf Middle Eastern Grill

CLIENT: NAF NAF MIDDLE EASTERN GRILL
MY ROLE: DESIGNER/ACD
CD: JEN JONES
FIRM: SRG

Naf Naf Middle Eastern Grill is a fast-casual restaurant best known for its incredible hospitality and authentic, scratch-made items like pillowy, oven-fired pita, tender falafel, and spit-roasted shawarma. With a plan for significant expansion in the near future, the brand hired SRG to develop a clearer and more focused brand vision and identity. I collaborated with the strategy team to develop Naf Naf's brand vision and designed a wide range of identity design systems. One of my solutions shown below was selected and launched in 2018 and continues to be rolled-out in stores across the US.

The previous logo featured a "CAUTION: camel crossing" sign, which was a clever idea that had an obvious Middle Eastern connection, but was too complex of a symbol and didn't have a clear relationship with the wordmark. My updated design strengthened and simplified the icon and created a rhythm between the camel's head and the curved "fs" of the brand name. Shout out to Emme Gagnard, SRG illustrator and senior product designer, for drawing the updated camel.