Zula

Tel Aviv-style dining in the Pacific Northwest

Completed 2023

︎ Brand Strategy
︎ Identity Design
︎ Collateral & Signage
︎ Interiors



1. Discovery
The client’s space was in good shape, but lacked a sense of personal story. Their food journey had been solidly rooted in Tel Aviv, and they wanted to bring the feeling of a distinctly Tel Aviv style restaurant to Portland. This meant refined and eclectic food, warm and casual hospitality, and a connection between the kitchen and diners.

2. Framework
Zula is Israeli slang for a relaxed gathering, and we wanted to recreate just that. Our goal was to deliver a brand expressive of warm family get togethers and the energy of Tel Aviv. 

3. Design
The brand’s design takes cues from vintage Israeli show posters, with bold funky wood type and colorful papers. Halftone photos celebrate the ingredients of mediterranean cooking. The brand is laid-back and low-key to let the food shine. 

The restaurant previously felt overwhelming in size, so we developed a new seating plan for a cozier and grounded experience. We created a new opening to the kitchen that connected the diners to the hearth of the restaurant, and warmed up the room with a richer color story, patterned textiles, and vintage tchotchkes sourced by the clients themselves.


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