Services Provided
The Discovery Phase began with a foundational meeting designed to deeply understand Sal and Juliana’s vision for their new business endeavor, House of Shah: Afghan Urban Eats. The primary objective of this initial consultation was to uncover the core ‘why’ driving the restaurant's launch, ensuring the final brand identity would be authentic and resonant.
The meeting immediately revealed a palpable passion, rooted in deep-seated family traditions and an unwavering commitment to sharing the rich, authentic flavors of their culture. Discussions focused heavily on their profound connection to Afghanistan’s history and the specific origins of their families. It was clear this venture represents more than just a culinary concept; it is a significant leap of faith aimed at establishing a cultural touchstone and sharing a cherished heritage with their local community. This deep-rooted narrative provided the essential foundation required for developing a meaningful and compelling logo.
about our client
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Our approach
Kick off Meeting
We want to know more about you and your business, who is your customer, what types of designs you like.
Concept Design
At this stage we explore the various ideas from our processes we have develop. After narrowing down all the notes and design samples we deliver three initial design concepts.
Gather Your Input
We want you to be as much a part of the process as possible. These step is important so that we gather as much input as possible to finalize your logo that will represent your business.
Strategic Approach and Concept Development
Cultural Immersion and Symbolic Synthesis
Following the comprehensive Discovery Phase, our next step was a period of in-depth cultural and historical immersion. To ensure the logo’s integrity and resonance, we dedicated time to researching Afghan art, architectural motifs, and significant national symbolism. This preparatory work was crucial for translating Sal and Juliana's passion into a visually authentic brand identity.
A key source of inspiration was the Flag of the Islamic Republic of Afghanistan. We analyzed its powerful symbolic palette to inform the brand's underlying narrative:
Black: Acknowledging the historical weight and complexity of the past.
Red: Representing the blood and sacrifice given for independence.
Green: Symbolizing hope, vitality, prosperity, and a focus on the future.
This potent combination of history, sacrifice, and aspiration became an essential conceptual driver.
Translation into Visual Elements
From this deep research, we isolated two primary visual elements to anchor the initial logo concepts:
The Mosque Arch (from the National Emblem): The central emblem’s depiction of the mosque and pulpit represents community, gathering, and spiritual significance. The arch form provided a powerful architectural element, symbolizing structure, welcome, and cultural heritage, lending a regal feel appropriate for "House of Shah."
The Sheaves of Wheat: Appearing prominently on the national emblem, the sheaves of wheat are a powerful symbol of sustenance, agriculture, and prosperity. This element tied directly back to the idea of food, family tradition, and sharing abundance with the community.
These specific, meaningful elements were meticulously drafted and combined to form the foundational concepts for the logo, ensuring the final design would be layered with cultural pride and personal significance.
The reveal
A Culturally Rich Identity
The project culminated in the delivery of a brand mark that successfully synthesized the historical, cultural, and personal narratives uncovered during the Discovery Phase. The resulting logo for House of Shah is not merely a design; it is a visually rich identity that acts as a beacon for the restaurant's commitment to quality and heritage.
The overwhelming excitement and motivation expressed by Sal and Juliana upon receiving the final asset validated our strategic approach. A powerful logo serves as a fundamental source of pride and validation for business owners, acting as a constant motivator and visual promise of the quality and passion invested in the venture.
We are incredibly grateful for the opportunity to partner with House of Shah, and we believe this new, meaningful identity will be a significant asset as they realize their goal of becoming a central hub for Afghan Urban Eats in the community.
My wife and I own House of Shah Afghan Urban eats in Downtown woodland. From the start of the concept till today Cesar and the team has been with us the whole way! They have helped us build a brand and carry it out through every aspect of marketing in our business. It’s very rare when you find people who are just as excited about your business as you are! But the team at MyCali Designs are truly the best! Thanks for everything guys you truly are the best!
- Selymon Shahsamand
