CILANTRO

At the start of the millennium Delicious Inc. gave birth to the Cilantro café brand by opening its first store in Cairo, Egypt. Since its opening, Cilantro has affected the coffee shop concept in Egypt dramatically and lead the market to a new era. I was asked to revamp their brand image in 2007. AGENCY: Equinox Graphics

"Vintage" Cilantro delivery menu, 2000.

– REVAMP PHILOSOPHY –

The design concept was inspired by Cilantro’s 'Big Red Book,' which was a customer pseudo-diary where café visitors could write/illustrate their thoughts with absolute freedom - an activity that became associated with the brand. Scrap-books are the basis of the new identity, giving Cilantro a more personalized feel through the usage of elements such as handwritten comments, rough illustrations, scrap paper and photograph cut outs. All the brand’s components have a distinctive personal touch, whether it's a doodle on the menu, or the handwriting on the to-go cups, tapping into Cilantro’s core values.

– BRAND APPLICATIONS –

CAFé WALL PANELS

COFFEE PACKAGING

* My art direction but not illustration.

SANDWICH PACKAGING

The concept behind these sandwich boxes were based on the idea that 'behind every sandwich is a story leading to its purchase'.