2024
Born out of the rich hospitality culture of Beirut, where the table and family are one, Sawa is a Lebanese restaurant located in Brooklyn, New York.
Kite C.S. undertook a comprehensive strategic exercise to position the brand as a welcoming yet refined space, closely examining its positioning within the broader landscape of Middle Eastern, Levantine, and Mediterranean culinary establishments across New York City. The adopted strategy avoids stereotypical tropes, focusing instead on a genuine, convivial, fresh, and artisanal brand persona.
Named by Kite C.S., Sawa, which translates to "together" in Arabic, is visualized through an abstracted Arabic calligram that adopts a rounded, enclosed form reflective of the brand's name. Paired with refined serif Latin letters, the complete mark conveys an authentic dining experience perfectly suited for its Brooklyn setting. The featured applications are conceptual representations used to envision the visual brand identity.
Slideshow photos and signage: @sawa_nyc