Care, craft, and authentic recipes were at the core of Pita Pita, a fast-casual Mediterranean restaurant chain in Southern California. Theirs is an unapologetically old-school approach: scratch cooking with whole ingredients, everything fresh, everything baked, 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.
We developed a visual identity that 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 inspiration from the geometric patterns native to Middle Eastern art. The uncomplicated color palette incorporates a bright Mediterranean coral, providing the brand with fluorescent snap. Taking a holistic approach, we conceived an in-store experience that reinforces the brand at every point—utilizing elements from the brand identity into the very walls of the restaurant.
American Advertising Federation Silver winner in branding.
American Advertising Federation Silver winner in interior design.