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DI: What is the main principle, idea and inspiration behind your design?

: Soul Food uses double entendre to evoke both African American cuisine that originated in Deep South and food that is good for the soul. Inspired by upscale, urban street food with a fusion twist, we created a single-colour silhouette of a four-pronged fork with an abstract representation of roots extending from its handle.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

: We wanted to achieve a modern yet soulful look. To attract all kinds of people and still maintaining a genuine vibe. This inspired the idea for the symbol, creating roots on a fork to represent soul food, meaning food stemming from the roots, that has depth.

DI: What are your future plans for this award winning design?

: After creating a franchising manual, hopefully the restaurant will grow to other cities around the world.

DI: How long did it take you to design this particular concept?

: The project was carried out in Amman, Jordan, between February 2017 and April 2017. The restaurant opened on September 2017.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?

: It was commissioned by our client. One of our favorite clients “The Color Experiment” (an even management company in Amman) decided to open this restaurant and commissioned us to create the branding for them. They are more of our friends than clients and we usually work harmoniously together, always pushing us to produce the coolest designs.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?

: It is produced for our client, used by our client.

DI: What made you design this particular type of work?

: It goes inline with our services and the client asked for it.

DI: Where there any other designs and/or designers that helped the influence the design of your work?

: The menu of the restaurant was inspired by a restaurant in Barcelona, Spain, in 2017. We visited numerous restaurants to think about the idea of soul food.

DI: Who is the target customer for his design?

: All kinds of people looking to have an interesting meal.

DI: What sets this design apart from other similar or resembling concepts?

: It has depth and is still bold and clean.

DI: How did you come up with the name for this design? What does it mean?

: The client had the name already. The name goes in line with the food offered in the restaurant; a fusion of traditional local ingredients, global street food and soul food.

DI: Which design tools did you use when you were working on this project?

: Adobe Illustrator

DI: What is the most unique aspect of your design?

: The symbol in the logo, which is the fork with roots; meaning food stemming from the roots, that has depth and soul.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?

: We worked with the client and the printers to get all the items printed the way we want them.

DI: What is the role of technology in this particular design?

: Using Adobe illustrator to design all material, and high tech printing to produce all items.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?

: Market research, whats out there and the competition.

DI: What are some of the challenges you faced during the design/realization of your concept?

: In terms of design, the challenge was to create a hip and modern logo that also resembles the free-spirited feel of soul food only using black and white.

DI: How did you decide to submit your design to an international design competition?

: A’ Design Awards sent us an email regarding other projects that we worked on, so we decided to submit Soul Food branding as well.

DI: What did you learn or how did you improve yourself during the designing of this work?

: The process of creating a logo and then turning it into a holistic project, designing and creating all material that follows.

DI: Any other things you would like to cover that have not been covered in these questions?

: Contact us for any branding projects anywhere your at at abno@abnodesigns.com, instagram @abnodesigns And to check more of our work visit: www.abnodesigns.com You can also contact us to put you in touch with our clients/friends if you want to be part of franchising this.