Our first step was to dive into the overarching strategy. Through a series of engaging workshops and insightful interviews, we crafted a concise and impactful ‘Brand on a Page.’ This document clearly articulates all the key pillars of the brand and outlines a strategic roadmap for future growth and success.
With the strategic foundation firmly in place we served up a fresh logo: a timeless wordmark that encapsulates the essence of RASHAYS. What sets RASHAYS apart is its commitment to offering something for everyone -a delightful challenge that we aimed to highlight.
To emphasise this uniqueness, we cleverly integrated an exclamation mark into the negative space of the ‘R,’ creating a distinctive and memorable brand mark that reflects their vibrant spirit.
With takeaway and delivery being a significant part of their business, we set out to design packaging that truly stands out and leaves a lasting impression. Our goal was to forge an emotional connection with customers through warm, personable copy.
To reinforce brand awareness and ensure consistency, we prominently featured a large R monogram across all packaging, making it a recognisable symbol of the RASHAYS experience.
In crafting the RASHAYS brand identity, we embraced the same philosophy that defines their menu: variety. Our design approach centered on creating a series of vibrant and diverse visual assets, each telling a unique story.
From the vibrant depiction of food and fresh ingredients to the dynamic portrayal of people, processes, and personality, each piece was thoughtfully curated to enhance the RASHAYS experience.
Our goal was to elevate each location beyond the typical QSR feel, transforming it into a quality dining destination.
Rather than relying on a singular visual style, we allowed the brand’s signature orange to be the unifying thread, ensuring consistency while celebrating diversity in every corner of the store.
We explored bold advertising solutions across various platforms, from bus livery to billboards and bill posters. Our focus was on capturing the essence of RASHAYS’ commitment to variety and flavour, ensuring that every piece of advertising not only caught the eye but also told the deliciously diverse story of the brand.
RASHAYS
RASHAYS is an Australian family-owned and operated restaurant chain with a rich history that began in 1998, when founders Rami and Shannon Ykmour opened their inaugural restaurant in Liverpool, NSW.
From the very start, RASHAYS was built on the principle of offering something for everyone, creating a welcoming space where diverse tastes and cravings can come together.
Our challenge was to modernise the brand and help it feel as vibrant and warm as the people behind it.
Client
RASHAYS
Our Work
Brand Strategy
Visual Brand Identity
Logo Design
Copywriting
Packaging
Signage and Wayfinding
Environmental Graphics
Menu Design
Staff Uniform
Photography Art Direction
Advertising
Point of Sale
Social Media Design