Inspired by the infectious energy of Hassan Abouelrous' iconic Egyptian song, Chicalastic isn’t just a restaurant; it’s a mood. A flavor. A vibe. As a new entrant in Egypt’s fast-casual food scene, Chicalastic needed a brand identity that captured the joy behind the name and translated it into a full-sensory dining experience. DigiDove stepped in to bring the melody to life; through vibrant visuals, playful elements, and a brand world built around flavor and fun.
Needed to tie the brand identity directly to a cultural reference without losing commercial appeal
Required a visual system that felt bold, youthful, and playful; without being gimmicky
Logo and assets had to work across multiple touchpoints: signage, menus, packaging, and digital
Brand had to stand out in a competitive food scene and build instant recognition
Visual identity had to translate across both Arabic and English seamlessly
Designed a bold logotype using the expressive Asmaa Arabic Font, reflecting the song’s energy and the restaurant’s street-smart attitude
Integrated a clever triangle motif that doubles as a sandwich icon; hinting at the brand’s product offering while keeping the visual light and fun
Developed a dynamic color palette led by fiery red (energy), teal (freshness), and warm yellow (happiness); capturing the flavor-packed vibe
Introduced four whimsical sandwich characters, each inspired by a menu item; injecting personality into packaging, menus, and social assets
Created four custom patterns using triangles, Arabic calligraphy, and illustrated sandwich motifs for use across uniforms, trays, walls, and boxes
Added Bahij TheSansArabic as a clean, modern support typeface to complement the expressive logo
Produced mockups spanning everything from restaurant menus and uniforms to storefront signage and digital posts; ensuring cohesion across the customer journey
By tapping into a song and pairing it with playful visuals, we helped the brand turn joy into a menu and built an identity that’s instantly craveable. This is what happens when cultural insight hits creative execution.
