Unique brand identity design inspired by the intersection of two cultures


Inspiring Brand Identity Design

Regardless of the category, the most innovative, memorable and unique brand identities are often inspired by the intersection of two, unrelated parts of the proposition. With virtually every category crowded by ‘me-too’ competition, the valuable new space for brands is in segmenting a market with a second consumer oriented proposition. Habibis Taqueria (taco shop) in Monterrey, Mexico is an example of a brand who have found their differentiated niche in just this manner.

If you want to talk about carving a niche in a crowded market, you’d be hard pressed to find a bigger challenge than opening a taco shop in Mexico.  But that’s exactly what Habibis in the Mexican city Monterrey has done. The disruptive brand strategy for Habibis is simple, yet powerful – they found a unique and differentiated brand proposition at the point where the taco proposition intersected with an Arabian proposition.It turns out the city of Monterrey hosts a sizable Arab immigrant community, and that community is just as fond of the local tacos as everyone else. And-so we find the uniquely positioned Habibis brand – where taco culture meets Arabian culture.
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The Habibis brand identity is driven by the brand logotype – itself the perfect cross-pollination of Arabic and Latin-based typography design. The patterned texture that is a key element of the brand’s secondary visual language also has it’s roots in Arabic design. This palette of elements is given a contemporary flavor through the bold, clean use of black and white, highlighted with fluorescent green and contrasted with the natural tones of brown paper packaging. The result is a visual language that surprises with that rare combination of freshness and authenticity.
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Created by local brand agency Anagrama, the Habibis identity “… adapts stylized Arabic calligraphy to a typical Mexican street setting, complete with neon colors and inexpensive materials, like craft paper bags. Deep research and careful understanding of the Arabic alphabet was needed to design, using calligraphic pens and special brushes, the various words and signage in both Arabic and Latin… The pattern is based on traditional keffiyeh (a Middle Eastern headdress fashioned from a square scarf) and gorgeously intrinsic mosaic patterns.”
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The opportunity this project illustrates is not restricted to segmenting crowded markets through unexpected cultural propositions, but by seeking any unique sub-culture with relevance in a category. The examples of new categories formed through this approach are all around us – Skate Culture & Fashion, and Club culture & headphones, and Cycling Culture & Cafes to name a few.In this brave and challenging new world we find ourselves as business and brand owners, the intersection of unique and authentic is a powerful place to stake out your territory.
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Dave Ansett
Chief Cre­ator of Brands
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Images Source: Anagram
This story was first spotted on:www.psfk.com

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