Interview about Jo Cafe and Restaurant, winner of the A' Graphics, Illustration and Visual Communication Design Award 2025
Jo, redefines fine dining as a celebration of taste, connection, and shared moments. The brand identity was designed to appeal to an audience, from children to grandparents, while maintaining authenticity and sophistication. Centered on flavor diversity, and emotional connection, the visual identity embraces a modern aesthetic. A green color palette symbolizes nature, growth, and sustainability. Illustrative graphics inspired by food and dining elements enhance storytelling, while a contemporary logotype balances simplicity and adventure. The result is a cohesive experience across touchpoints.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design Detailsur aim was to craft a visual language that, while contemporary and modern, could resonate emotionally with multiple generations. To achieve this, we kept forms and compositions minimal and clean, yet enriched them with warm, tangible details such as hand-drawn illustrations, natural colors, and subtle textures that evoke familiarity and comfort.
The choice of green as the core brand color was inspired by both the Persian meaning of “Jo” (barley grain) and the brand’s heritage. Green symbolizes growth, sustainability, and nature; perfectly aligned with the restaurant’s vision of placing fresh ingredients, wholesome cooking, and meaningful dining experiences at the heart of its offering.
The illustrations were built around culinary elements; food ingredients, spices, utensils, and cookware. We first created a library of visual motifs directly inspired by JO’s menu, then integrated these into modular compositions that form a seamless visual storytelling system for the brand.
Since JO is about celebrating shared moments, the design approach across all touch points (from packaging and menus to digital platforms) was centered on creating a welcoming, communal atmosphere. Every design element was intended to make guests feel part of a shared experience.
To engage a wide age range, we avoided overly complex forms or restrictive visual codes. The illustrations are simple yet meaningful, while the color palette spans tones that feel vibrant and fun for children, yet refined and elegant for adults.
Packaging materials such as kraft paper, recycled cardboard, and wax paper were deliberately chosen to reflect the brand’s commitment to nature and sustainability. Through precise printing, modern composition, and minimal design, we ensured that environmental responsibility did not compromise the brand’s premium aesthetic.
The logotype strikes a balance between modern simplicity and a sense of exploration. Slightly exaggerated letterforms add playfulness, while maintaining readability, longevity, and brand consistency. Special attention was given to harmonizing the Persian and English logotypes to ensure a unified identity across languages.
Winning the A’ Design Award helped JO gain both domestic and international attention, serving as a model for restaurants in the region that value investing in visual identity, customer experience, and creative innovation.
The visual system was designed to be dynamic and adaptable across diverse platforms (from social media to environmental signage) without losing cohesion. This adaptability was achieved by considering the constraints and opportunities of each medium, allowing the design system to transform while retaining its core essence.
The typography was chosen to convey modernity and authenticity while avoiding market cliches. Its subtle contrasts ensure readability in busy environments while naturally drawing the eye, thus enhancing the guest’s overall brand experience.
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