Sarinas Afghan Cuisine

Creating A Dining Experience

From back-of-house to dining, reimagining the customer experience and ​creating one story from the bits-and-pieces branding that currently exists.

Client

Sarinas Afghan Cuisine

Industry

Food Service and Dining

Location

Suffern, NY

Website

sarinasafghansuffern.com

Clientele

Suffern Locals, Muslim Community

Vibe

Refined, Islamic and ​Morrocan Inspired, Ambient

Status

Rebrand Design Complete, Interior Design In Planning, Rebrand/Online Presence In-Progress

Role

Branding Refresh, Interior Design and Renovations, Print, Marketing, Website Design, Online ​Presence Overhaul, OKR and KPI Development

Sarinas Afghan Cuisine is a Halal restaurant established in 2017 in Suffern, New York. Owned by a local Pakistani family, ​Sarinas is one of the few Afghan and Halal options in the area, and an integral meeting place for friends, family and the ​local Muslim community.


Since the opening of Sarinas Afghan Cuisine, it has gone through several chefs and branding styles, and while receiving ​high praise for the quality and taste of food, there have been many reviews regarding a disconnect with the interior ​appearance. While conducting research on the Sarinas' online presence, it was noted that there are two outdated ​websites, menus and price points that don't match, and a general lack in aesthetics, quality and consistency on social ​media and review platforms.


The first goal after researching the brand, location and online presence was speaking with the owners on the long-term ​goals of the restaurant and how it would be achieved. With this being their first time having a major brand overhaul ​(including interior renovations, social media marketing, branding and menu engineering) the owners were hesitant to ​step into everything at once. With this in mind, a game plan was created the would allow the new Sarinas to roll out bit-​by-bit. The search for a new chef was being done at the same time that a new brand concept and brand strategy was ​being created. An interior redesign was created with a small budget in-mind, optimizing what is already there and ​relying heavily customer feedback.


Through thorough research, communication with the owners and the use of mood boards, a "One Concept" ​presentation sold the client on the branding seen here. This presentation included mockups of the logo, a high-end ​printed menu, a clean and modern take-away menu, a desktop and mobile website optimized for ordering to-go and a ​sketch of the interior and exterior redesign. Additionally, a 3D render of the interior and exterior were created after the ​first presentation to help the client visualize how the interior could be readjusted very easily to be a proper sit-down ​restaurant with a vibe and story instead of just a casual lunch spot.

Inspiration was taken from moody, dimly lit restaurants, woven and natural materials, and Moroccan arches and patterns.


The detailed logo features a direct connection the the arch and patterns, paired with three delicate fonts. There is a major ​emphasis on "Sarinas", which is how the restaurant is commonly referred by. The overall-effect is a modern logo with roots ​in tradition, and a refined and clean vibe.


These elements are used across the board, from the logo to the menu and website design, and especially with the ​redesign of the interior and window displays of the restaurant. The arch element within the logo is regularly reused through ​out designs to create consistency and brand recognition.

Menu redesign uses negative space and simplicity to convey elegance and improve appearance. It also continues the use ​of number-based order to help overcome language barriers. Pictures of food were removed from the menu, instead ​relying on the installed TV and table-top displays to showcase images of the food and specials being offered. The arch ​design is used as a pattern and background on the take-away menu to create a beautiful and fun menu that people will ​want to hold on to. The take-away also offers a budget friendly version so it can be widely distributed.

A major area of improvement is within the display windows ​looking on to the bustling sidewalk outside. The redesign ​uses visual storytelling to entice customers to come in for a ​warm and intimate dining experience. It also helps manage ​the lighting inside, provide privacy to diners, and increase ​foot traffic.

These two reviews best highlighted the disconnect between the interior and the quality of the food and the review on the ​left was a major inspiration in using what's already there effectively to minimize the budget.

Original Interior Appearance

Sketch of Window/Interior Design

3D Render of Interior Redesign (3 Angles) - Repositioning tables to allow easier and more breathable sitting.

3D Render of Window Redesign vs Original Appearance

Screenshots of the two websites show outdated looks, low-quality photos, grammatical issues and a lack of copy writing. ​The website also doesn't utilize all of the 5-star reviews they've received, a catering form, or access to the different ​delivery services they use.