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Mizizi
Brand identity, Interior Design, UI, Brand Collateral
This proposed identity for Mizizi Tapas Bar & Speakeasy aims to bring the authentic culture of Swahili into the spaces food and experience.
Experience Luxury Swahili Culture in New York City
This rebrand proposal for Mizizi combines the modern edginess of New York dining with Swahili art and culture to create an immersive experience that transports.
Mizizi, meaning roots in Swahili is a Tapas Bar above, but holds a secret Speakeasy below.
BACKGROUND
An Identity That Brings a Culture to Life
After researching everything I could about the Swahili culture and dining, I chose to combine roots into the visual identity and logo design while using textures and patterns from the inspiration of Swahili Artisans.
OPPORTUNITY
What I Did
After solidifying the visual identity, I needed to map out how it would show up and interact with the physical space of the store. I approach this application using a Jouney Map and Buyer Journey, and analyzed where and how the brand would show up from discovery to purchase.
BUSINESS STRATEGIC APPROACH
DISCOVERY
TOUCH POINTS: Social media, word of mouth, website
ENVIRONMENT / DESIGN: Dark interface that reveals clues
USER EMOTIONS: Intrigue, curiosity, anticipation
EXPERIENCE GOALS: Feel like a secret is uncovered
BOOKING / ENTRY
TOUCH POINTS: Phone call or website reservations for Tapas
ENVIRONMENT / DESIGN: Dark interface, hidden door
USER EMOTIONS: Excitement, mystery
EXPERIENCE GOALS: Establish exclusivity and sense of discovery
ARRIVAL
TOUCH POINTS: Host greeting (greeting is very important in Swahili Culture, entrance scent and lighting
ENVIRONMENT / DESIGN: Golden reflections, scent of cedar and spices
USER EMOTIONS: Anticipation, immersion
EXPERIENCE GOALS: Begin Swahili scensory experience
TAPAS BAR EXPERIENCE
TOUCH POINTS: Menu, plating, interaction with staff
ENVIRONMENT / DESIGN: Hand-touched materials, lively textures
USER EMOTIONS: Connection & warmth
EXPERIENCE GOALS: Encourage cultural exploration
SPEAKEASY TRANSITION
TOUCH POINTS: Hidden staircase, password exchange
ENVIRONMENT / DESIGN: Darker lighting, calmer music
USER EMOTIONS: Awe and exclusivity
EXPERIENCE GOALS: A more intimate space
SPEAKEASY EXPERIENCE
TOUCH POINTS: Signature cocktails, storytelling menus
ENVIRONMENT / DESIGN: Hidden messages, roots
USER EMOTIONS: Wonder and connection
EXPERIENCE GOALS: Deeper emotional engagement
DEPARTURE AND POST
TOUCH POINTS: Bill, matchbox, beaded bracelet
ENVIRONMENT / DESIGN: Music fades away
USER EMOTIONS: Reflection, fulfillment, nostolgia
EXPERIENCE GOALS: Leave an impression
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