When Ramadan felt like home
The Experience
- Brand Production
- Brand Engagement
The scope
- Digital marketing campaign
- ATL advertising
- TTL strategy
- BTL initiative
- Visual production
- Marketing materials
About Em Sherif
A landmark in authentic oriental cuisine
Em Sherif, also-known-as Mireille Hayek, is a woman led by her passion for cooking, determined spirit, and loyalty for the roots.
Following the success of her first restaurant in Ashrafieh, Em Sherif became one of the most renowned Oriental restaurants in the Middle East and abroad, with branches in Kuwait, Syria, London, Monaco, Qatar, Saudi Arabia, Bahrain, Egypt, and the UAE.
Em Sherif KSA reached out to ORIGIN to create a Ramadan campaign to touch the hearts of everyone who visits their restaurant and take them back to the roots of Ramadan.
What we had in mind
An arabesque fulfilling inspiration
Ramadan is a highly anticipated month every year in the Arab region. It's a time that exudes happiness and authenticity, bringing people closer to their roots. We wanted to capture this essence with original pattern art, creating an environment that unites people and allows them to enjoy each other's company.
How we made it happen
Bringing back the roots
We drew inspiration from traditional Arabic arabesque patterns, which we embedded in jars of various sizes and shapes – a distinctive hallmark of Em Sherif's identity. The created pattern designs seamlessly adorned delivery boxes, envelopes, and bags, creating a unique takeaway experience.
Visual identity and
heart-felt copy
The campaign's patterns came to life on new plate designs and cushions as well, enriching the dining experience with the same artistic touch. The chosen tagline, "Hala Bel Lamme," which welcomes the gathering in Arabic, extends a warm welcome to a hearty and fulfilling iftar centered around gatherings, good vibes, and happiness around the people we love.
Print and digital Ramadan experience
Our Iftar menu design showcased the pattern in delicate watercolor effects set against a white background, creating a distinct visual identity. In contrast, the After Taraweeh tea menu embraced a striking black color theme, perfectly echoing the nighttime ambiance.
We also used the same pattern design to enhance the digital experience, revamping Em Sherif's Instagram highlights for a culinary journey and seamlessly integrating it into the mobile app for a cohesive brand experience.
