Target Audience
A space for Sri Lankan girls to experience a bar and not be judged for being there.
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Visual Style and direction
Modern Rich look with a touch of the arabian aesthetic feel to it
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The Bar space designed by the client - Hamna Kizar
The new bar at Bayleaf; which the designer, Hamna Kizar, had named “The Village Bicycle” initially, had been designed as a space for Sri Lankan girls to experience a bar and not be judged for being there. To achieve this, Hamna had used an Arabic architectural element called ‘Mashrabiya’; a wooden screen used to maintain privacy.
She had used these screens to create private spaces for ladies allowing them to observe the outside but shielding them from the eyes of anyone outside.
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Logo, type and pattern inspiration
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MASHRABIYA bar logo
The name ‘The Village Bicycle’ was changed to ‘Mashrabiya’ because we felt that the previous name can be considered offensive to the target demographic as it has a indirect
meaning to call someone a lady of the night.
The main problem the target demographic had was being judged for being at a bar. Therefore ‘privacy’ as the design concept was very appropriate. We decided to maintain the ornate Middle Eastern feel of the interior to our branding using colours, textures, patterns and
typography inspiredfrom the interior design concept.
The logo is a depiction of a foldable Mashrabiya screen made to look like an ‘M’. A combination of a serif and san serif type was used for the branding to be modern with a Middle Eastern root.
The logo type was was inspired by Arabic calligraphy.
The colours were picked from the interior design.
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Branding toolkit
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Introducing way finding to the space
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Introducing your own personalized food and beverages menu
To take the concept of privacy even further and to enhance user experience, a digital application for ordering was designed. These were designed to be installed on digital consoles inside the Mashrabiya rooms allowing the ladies to order food or drinks without stepping out of the room. The application was made for a touch screen display and the interface was kept simple.
The application features a bill that updates in real-time, recommends menu items based on what you’ve ordered and lets the users know how long they have to wait for their order. An option of contacting a waiter to place a custom order was also included.
Screen shots of the app.
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The Menu(Digital)
Front cover
Page 1-2
page 3-4
Back cover.
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Printed materials
The Menu
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Bottle coasters, and Business cards
The simple bottle coasters
Business card type one: To be used when it comes to formal meeting with clients and other important individuals.
Business card type two: To be used for customers mainly.
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Promotional campaign
A promotional campaign was developed to encourage women to visit Mashrabiya without any concern for issues with privacy. Accessories that can be used to conceal people’s identities were used to be used as foldout magazine advertisements. The ads were included with copy that suggests that they have to ‘hide themselves’.
Magazine add appearance
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Ambient marketing
The campaign was expanded as an ambient marketing campaign where ads were strategically placed with places of high privacy. The copy implied how private the bar is.
