Figata Culinary Emporium
Naming Concept Development Brand Identity Food Service Packaging
Presented in exquisite deli-style display, Figata offers a spectrum of chef-prepared dishes sold by the weight. It provides the upscale experience of shopping at a gourmet food hall combined with the perk of freshly made meals for busy families and food lovers who celebrate the best in cuisine.
We positioned Figata as a literal feast for the senses. Both stunning to the eye and appealing to the appetite, its diverse menu of international flavours and seasonal ingredients represents culinary excellence that balances wholesome, reliable, convenience with extravagant indulgence.
To find a name that would resonate with all of the brand’s core values, we looked to the Italian phrase, ‘Che Figata’, which translates to ‘what a fig’ or ‘that’s cool’. Loaded with ancient symbolism and highly regarded for their versatility and beauty, figs are both sweet, savoury, and abundant, making them the perfect food to associate with excellence and accessibility.
Illustration//Andrew Plewes
30 North Coffee, Cairo Egypt
To identify the tone of the brand, we created mood boards that helped us narrow in on the design narrative. Classic, upscale luxury with a restrained colour palette was the direction that the client leaned heavily toward, so we pursued concepts that captured this refined quality.
Inspired by modernist Italian type, we custom created the wordmark characters with dramatic letterform shapes and high contrast stroke weights. The food laurel became an emblem of abundance and generosity, which we integrated into several patterns to apply to takeout packaging and environmental graphics.
Detailed packaging, photography, social media and brand styleguides were established as a complete foundation upon which the client could build into retail packaging, takeout menus, and an overall brand personality and voice.
