Axxam - Restaurant Kabyle

Axxam / ⴰⵅⵅⴰⵎ ("home" in Kabyle) is a visual identity project for a fictional Kabyle restaurant, created in collaboration with Léa Diaby. It grew out of a simple observation: Amazigh cuisine is almost absent from the restaurant scene in France, and where it does exist, its visual identity doesn't speak to the younger generations from that culture.

Before starting, we looked at existing Kabyle restaurants in France, the visual identities of ethical and socially engaged restaurants, and visual representations of Amazigh culture, in order to identify what was missing and find our angle.

Modernised colour codes drawn from Kabyle jewellery, the inclusive typeface Bye Bye Binary and a logo inspired by latinised Tifinagh come together as a coherent system that roots the project in Amazigh culture while speaking to a young, contemporary audience.