For the design process, we went back to the meaning of the word “Tawla”. Tawla is Arabic for ‘Backgammon’. Like the concept’s cuisine, backgammon is shared among the whole East of the Mediterranean region, going by ‘Tavli’ in Turkey, and ‘Tavla’ in Greece, and ‘Tabula’ in Byzantine Greek. This exact naming clearly reflects how widely shared this game is in the region. More interestingly, Tawla also means table which brings it back to the unique culinary concept that it offers.
As such, we used the patterns and shapes seen on the backgammon board and reconstructed the letterforms of the word.
Vis a vis competition in SF, there are many examples of restaurants that reflect a single country from the east of the Mediterranean from Greek, to Turkish, to Lebanese. But there are no SF examples of restaurants focused on the shared cuisine of the region. We made sure the logo reflects all the coastal Mediterranean cities together and not just one so that we stand out from the competition.
The restaurant and the brand also aimed to reset people’s understanding of the region’s cuisine as delicate, refined, and sophisticated so we made sure to integrate the upscale Cosmopolitan feel of San Francisco to it.