About Shirin
Shirin is a Persian restaurant in Riyadh created around heritage, generous hospitality and an immersive dining experience.
Shirin
Bringing Persian Heritage to Life in Riyadh
Riyadh, Saudi Arabia
Project snapshot
Minto shaped Shirin as a contemporary Persian dining destination where heritage, hospitality and storytelling come together in one memorable identity.
Scope
Brand Strategy
Brand Identity
Arabic Logotype
Mascot Design
Graphic System
Art Direction
Motion
Photography Direction
The Challenge
The identity needed to feel deeply connected to Persian culture without becoming nostalgic or decorative. It had to balance authentic storytelling with the clarity and refinement expected from a contemporary Saudi dining destination.
The Brand Idea
Minto built the brand around Shirin as both a name and a character. This gave the restaurant a human center and created a flexible storytelling idea that could move from signage and menus to social content, interiors and motion.
An Expressive Logotype
A bespoke Arabic logotype gives the brand an unmistakable voice. Its confident, crafted form connects calligraphic expression with a modern hospitality presence, making the name recognizable across every touchpoint.
Mascot & Storytelling
An expressive mascot inspired by the legendary Shirin adds personality and warmth. The character helps the brand communicate with charm while creating a visual asset that can evolve across campaigns and guest experiences.
A Persian Visual World
Graphic elements draw from Persian carpet artistry, color and ornament, then simplify those references into a contemporary system. Photography and motion extend that system into a rich, cohesive restaurant atmosphere.
The Outcome
The result is a distinctive hospitality identity that celebrates Persian culture with warmth and sophistication, giving Shirin a memorable presence from the first impression to the dining experience.
The delivered outcome