About the Company

Amina is the premiere restaurant in olde-city Philadelphia, featuring southern cuisine with a taste of west african style. Owner and serial entrepreneur Felicia Wilson-Bell partnered with renowned Chef Daryl Harmon to make it come to life. What started as a dream, soon became a reality for Felicia and her team as they offer an unforgettable dining experience.

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The Situation

The goal was to turn this historic building into a new cultural culinary hub and bring new flavor to old city.

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The Strategy

To develop a solid and unique brand that would extend into every fiber of the structure from the ground up.

While a logo is vital for a brand, it is not all that a brand is. A brand is a business card handed out to consumers and investors, a menu handed out to customers, It is the consistent color palette on those those materials, as well as the website, that evoke familiarity and distinct emotions upon viewing them.

Creating an Aesthetic System

After creating the logo, the entire space was evaluated and taken into consideration of how to best extend the brand attributes effectively to create an experience.

As part of the branding, the brand was humanized in the form of two warrior women that are prominently displayed on the rear wall of the resturant. It was to become a signature piece that the establishment would also be known for. Patrons love to take pictures in front of it and it the restaurant gets lots of exposure!.

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The Logo

The vision and goal of this brand called for a simplistic get stylish wordmark that was specifically designed to establish its status and quality. We provided the client with a complete rollout of hybrid formats of the main logo, giving the brand flexibility to appear dynamically and clearly recognizable in various scenarios.

Brand Guidelines

An established system to organize how the artistic brand elements should be used in order to maintain brand consistency.

Testimonial

I came to Greg with a vision. Greg took my I vision and added the feel I was looking for! The result was the beautiful place l imagined where I could carry out my mission to run a successful restaurant in old city!! - Felicia Wilson

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Brand Touchpoints and Marketing Collateral

• Mugs, t-shirts, and other merchandise
• Restaurant Menus (Main Menu, Drinks & Special Guest Menu)
• Business Cards

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Digital Media

Digital media is a pivotal brand touchpoint, amplifying visibility and fostering genuine engagement with audiences. It creates dynamic connections, making every interaction a chance to strengthen brand loyalty.

Embrace digital as the heartbeat of your marketing strategy, where every click and comment counts.

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