Complete re-brand with new visual identity for award-winning chef and restaurateur Shane Delia’s middle eastern restaurant, Maha.
Over the 8 years the restaurant has stood, Maha has concreted it’s place in Melbourne’s food scene as it’s champion of unrestricted middle eastern cuisine. Confetti were approached to create a new visual identity that captures and defines it’s position as not only Melbourne’s champion but also a leader in progressive and innovative cooking.
Confetti worked with Shane Delia and his team to create all new brand collateral from menus, uniforms, gift cards, glassware and website right through to staff socks and the consultation of it’s comprehensive renovation.
The new logo has deep roots in arabic script, inspired by the way letterforms were used, most notably in the Quran, to depict objects, animals and scenes. During the research phase, we became fascinated (almost obsessed) with the magnificent sweeping curves and masterfully controlled linework of these works of art. We viewed this progressive and innovative use of letterforms as the perfect metaphor for the way Shane approaches the dishes served at Maha.
Strokes from the logo were then taken to create an infinitely repeating pattern which would be used across printed collateral, glassware and uniforms right through to signage and packaging of Maha’s new range of packaged herbs and spices.