Care, craft, and authentic recipes were at the core of the Pita Pita difference. Theirs is an unapologetically old-school approach: scratch cooking from whole ingredients, everything fresh, everything baked and steamed and grilled that very day.
But we believed the Pita Pita story had to be about more than the food. For the brand to truly transcend the category, we had to make the story of hand-crafted food and authentic flavors relevant to the customer’s life. We had to make “Mediterranean” stand for something more than stale stereotypes.
The Pita Pita visual identity reinforced the authenticity of the food, mimicking Arabic script to read both left-to-right and right-to-left. We also developed a pattern unique to Pita Pita drawing from inspiration from the geometric patterns native to Middle Eastern art. The very simple color palette incorporates a bright Mediterranean coral, providing the brand with an off-red pop.
American Advertising Federation Silver winner in branding.
American Advertising Federation Silver winner in interior design.
Taking a holistic approach, we conceived of a store experience that reinforces the brand at every point (even the inside of the bathrooms), utilizing elements from the brand identity into the very walls of the restaurant.
