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Ishtar is a contemporary Iraqi restaurant concept based in San Diego’s South Park neighborhood. Representation of Iraqi food can be scarce outside of ethnic enclaves, which makes it challenging for the average person to distinguish Iraqi cuisine from other Middle Eastern cuisines. To add on, restaurant marketing typically simplifies labels to make them easier to sell, which reinforces the idea that all Middle Eastern foods fall under one umbrella. The menu challenges conventional dining with vibrant, contemporary designs while educating on traditional dishes.
Ishtar provides a modern dining experience that celebrates Iraqi cuisine while targeting a crowd aged 18-24. By combining traditional chai and food offerings with a contemporary environment, Ishtar introduces lesser-known tastes to South Park. The typography is decorative yet modern, mirroring the cultural illustrations that use a lesser conventional color palette.
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I chose AM Udine, an Art Deco-influenced typeface, to mirror the artistic style of Ishtar. This type blends classic linework with a contemporary, simplified finish. The subtle adjustment to the type enhances the logo's elegance, while symbolizing the fusion of tradition and innovation that the restaurant aims to represent.
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The illustrative motifs in Ishtar blend psychedelic influences with Mesopotamian heritage, using vibrant, unconventional colors and hand-drawn elements. Stylized florals, celestial shapes, and ornamental patterns reference ancient Chaldean/Assyrian art while embracing fluid, modern forms. The result is a bold, surreal visual language that honors cultural identity while pushing aesthetic boundaries.
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Ishtar’s illustrative identity draws inspiration from Iraqi/Chaldean artistic patterns. The final illustrative process has been modernized and fused with contemporary colors, creating a familiar and punchy impression. These visuals help position Ishtar as a memorable cultural experience.
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