When Design Meets F&B: Building a Restaurant Brand for Dubai’s Comfort Foodies 

Project Type
Branding

Location
UAE

Industry
F&B

Challenge

"Uptown Deli" is a sandwich shop in Uptown Mirdiff, a flourishing residential area in the UAE. Uptown Deli commissioned Blue Hat to help them come up with a name, brand guidelines and brand identity for their concept. 

Intervention

Blue Hat created a branding strategy that covers the following: 

• Shop Concept: It is the only signature sandwich-only shop in Uptown Mirdiff. 

• Elements of differentiation: It offers a limited and unique menu that targets young expat foodies looking to satisfy their cravings in an era of increased demand for comfort food.

• Trend: Focus on trends such as binge watching + ordering in, the growing demand over comfort food and the flourishing of residential areas in Dubai. 

• Naming Style: Blue Hat worked and created "Uptown Deli's" brand name using the Brand Evaluator by Marty Neumeier. 

Results

After designing its positioning and unique value proposition, Blue Hat was able to offer the client the following:

• Brand name

• Onlyness test

• Moodboard: Selective color palette that appeals to the brand values of Uptown Deli

• The Logo: The logo is represented with a combination of urban typography along with a symbol of a sandwich

  The Symbol represents a sandwich in toast bread sliced in half diagonally and shown in perspective to portray an upward arrow as a play on the word “Uptown”

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