Class/Client
Graphic Design II
Design Tools
Figma, Illustrator, After Effects
Ayana - Restaurant Branding
Ayana is a conceptual restaurant set in the Serengeti, exploring how luxury hospitality can be expressed through culture, place, and intentional design. As global travel grows, places like the Serengeti attract visitors for their natural beauty and cultural significance, yet many experiences rely on familiar safari aesthetics. This project responds to that gap by proposing a more refined, contemporary approach, one that moves beyond spectacle to create a cohesive, immersive dining experience grounded in authenticity and design.
Ayana is positioned as a destination for elevated, experience-driven dining rooted in the Serengeti landscape. The brand balances cultural authenticity with contemporary luxury, creating a cohesive system where every detail—from communication to environment—feels intentional and connected.
The Ayana identity combines a refined typographic wordmark set in Ciguatera with a tree-inspired icon based on the acacia, an iconic element of the Serengeti landscape. Supporting elements include a warm, earth-toned color palette, a structured typography system, and a series of continuous line icons which work to create a visual language that feels both modern and rooted in place.
The Ayana experience begins before arrival, shaping perception through digital touchpoints. Social media, the website, and the online menu work together to establish tone, build anticipation, and introduce the brand’s visual and verbal language. Each interaction is designed to feel immersive, consistent, and aligned with the overall experience.
The in-person experience extends the brand into a fully realized environment. From arrival to departure, every touchpoint reinforces a sense of intention and cohesion. Exterior signage, menus, table elements, staff uniforms, and service materials are all designed to reflect the same visual and tonal system—ensuring the experience feels seamless, considered, and immersive throughout.
Ayana is built as a cohesive brand system rather than a collection of individual assets. Visual identity, language, and experience design work together across all touchpoints, creating consistency while allowing flexibility in application. This approach ensures the brand remains recognizable, adaptable, and unified in both digital and physical contexts.
Designing Ayana pushed me to think more critically about representing culture through design. Rather than relying on overly familiar safari aesthetics, I explored how typography, imagery, and storytelling could communicate the richness of the Serengeti in a way that felt contemporary, respectful, and intentional. It reinforced the importance of designing with context, not just for it.