Shawees is a successful chain of shawarma restaurants in the Kingdom of Saudi Arabia. Its delectable taste and quick service saw its expansion from a single location to a thriving chain of six outlets.
Amidst a booming fast-food market in Saudi Arabia, where shawarmas were heavily favoured, a family of successful restaurateurs sought to establish a shawarma restaurant with a distinct concept, a memorable name, and visually compelling design elements.
The Solutions
Boxon spearheaded the development of Shawees, transforming a culinary vision into a unique shawarma concept. Our expertise encompassed strategic concept differentiation, memorable naming, and a compelling brand identity, from logo to interior design,creating a truly exceptional market presence.
Branding
Brand Strategy
After extensive market surveys and research in the KSA market, Boxon created the differentiator for the shawarma restaurant concept. It was to grill the shawarma horizontally over charcoal and allow the meat to be infused with a distinctive smoky flavour, setting it apart from the competition and offering an exceptional culinary experience.
Verbal Brand Naming
The inventive name, ‘Shawees’ was inspired by the Arabic word for grilling ‘Shewa’ and given a playful twist. The name is easy to pronounce both in English and Arabic.
Visual Brand Creation
Highlighting the fusion of shawarma and grill, the logo visualizes the shawarma girdle placed horizontally on flames, showcasing the grill act. The creative rendition also resembles a hand offering a shawarma. The brand elements take cue from the continuous patterns of the traditional Arab architecture to signify convergence of flavours. The colour scheme and the overall design aesthetic look fresh and appealing, creating a strong brand association.
Brand Applications
The extensive brand applications extended from the menu to interior design conceptualisation which used wood and burnished steel to give it an inviting international yet industrial feel.
