Rice: Culture on a Tray is a restaurant concept created by MMC Catering in Kuwait, centered around the tradition of serving rice on a tray, a distinctive aspect of Iranian culinary culture. The restaurant’s concept is built around the richness of rice, which is enjoyed across all social classes, and the cultural significance of rice in Persian cuisine. The design aimed to reflect both the rustic and refined sides of rice culture, offering a dining experience that connects with the heritage and traditions of rice cultivation.
Design Services and Impact:
Commissioned by MMC Catering, we developed the complete branding for Rice: Culture on a Tray, focusing on the rich heritage of rice cultivation and its cultural importance. Our design strategy incorporated earthy color palettes to reflect the natural landscapes associated with rice farming, and human figures to represent the labor and tradition behind rice cultivation. This thematic approach was consistently applied across various brand touchpoints, including the restaurant’s interior design, menus, signage, and promotional materials, creating a cohesive and culturally resonant brand identity that enhanced the dining experience and distinguished the restaurant in Kuwait’s culinary scene.
Additionally, recognizing that rice is a staple enjoyed by all classes of people, we designed two distinct menu styles. One menu embraced a traditional, rustic feel, evoking the authenticity and simplicity of Persian culinary culture. The other menu was refined, featuring intricate rice embroidery as a nod to the sophistication of Iranian cuisine. This dual approach allowed the restaurant to cater to diverse customer preferences while maintaining its cultural roots and elevating the dining experience.