Evan, Al Ain
Established in Al Ain, UAE, Evan had quickly built a reputation for combining imaginative food with an equally distinctive dining experience. From one-of-a-kind desserts to bold interiors, creativity and innovation sat at the heart of the brand.
But while the experience had become increasingly ambitious, the identity surrounding it lacked consistency. Evan wanted a complete rethink: a stronger brand with the foundations to grow beyond its local following and become internationally recognised.
The opportunity was to create an identity that could capture both sides of Evan — the quality and craft of the food, and the sense of occasion that surrounded it.
BAKERY BRAND POSITIONING
BAKERY BRAND IDENTITY
BAKERY BRAND GUIDELINES
DESIGN FOR PRINT
Evan’s audience wasn’t simply looking for somewhere to eat. They wanted the whole experience: food, service, atmosphere and something new to discover and share. The brand described its audience as young, socially connected and visually discerning, with social media playing an important part in how they experienced and discovered new places.
This led us to ‘Moments to Savour’. The idea works on two levels. It speaks directly to Evan’s food — something made to be enjoyed rather than rushed — but also to the experiences created around it. The unexpected details, celebrations and shared moments that turn a visit into something memorable.
Taking cues from the interiors, we developed a visual language influenced by Art Deco, but deliberately interpreted in a more contemporary way. The aim wasn’t nostalgia, but to borrow Deco’s elegance, geometry and sense of occasion and turn it into something distinctive for Evan.
The geometry of the wordmark became the starting point for a wider graphic language. Recurring curves, lines and letterforms were extracted and combined to create a flexible pattern that could shift in character depending on its application. That flexibility allowed the identity to move naturally across everything from packaging and coffee cups to uniforms, printed materials and the physical environment.
Creativity and innovation are the main ingredients of Evan. The new identity was designed around the same idea. From a cake box carried out of the bakery to a coffee cup on the street, each touchpoint became another opportunity to extend the experience — and another small moment to savour.