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Client

Mariam AlMehairi

Year

2019

Service

Food & Beverage

Description

Abu Dhabi based Community

From Neighbourhoods Everywhere.

Client

Hither & Yon was founded by three sisters with a shared love for travel, food, and experiencing places through their local culture. Wherever they travelled, food became a way of discovering a neighbourhood, trying unfamiliar dishes, collecting new flavours, and bringing those memories home with them.
They wanted to translate that ritual into a restaurant in Abu Dhabi, a place where recipes and influences gathered from different parts of the world could come together, reinterpreted with a more familiar, comforting twist.
Hither & Yon became a collection of experiences from here and there, brought together under one roo

Challenge

With a concept influenced by many different countries and cultures, the challenge was creating an identity that communicated diversity without becoming visually fragmented or relying on recognisable cultural clichés.
Representing every cuisine through its own visual language would quickly make the brand feel busy and disconnected. Equally, leaning too heavily into one particular culture would contradict the openness at the heart of Hither & Yon.
The identity needed to feel universal yet distinctive, somewhere locals could discover something new, while people living away from home could still find a sense of familiarity.

Solutions

Instead of looking at how different neighbourhoods look, we explored how neighbourhoods sound.
Everywhere in the world, neighbourhood life has its own familiar rhythm: conversations, movement, everyday exchanges and small moments happening around us. Sound became a way of referencing different places without assigning the brand to one particular country or culture.
This thinking shaped a playful visual language built around simple, universally recognisable forms and spontaneous, almost childlike illustrations. Houses, flowers and everyday objects are intentionally uncomplicated, immediately understood regardless of where someone comes from.
Sound-inspired expressions were layered throughout the identity, adding movement, personality and a sense of neighbourhood life.
The result is deliberately imperfect, colourful and warm. Its diversity mirrors the collection of recipes behind Hither & Yon, while its simplicity keeps everything connected.
Rather than recreating a particular destination, Hither & Yon captures something more universal: the feeling of discovering somewhere new and finding something strangely familiar within it.

SERVICE

Food & Beverage

CLIENT Mariam AlMehairi

YEAR 2019

Collected from everywhere. Made for here.

Hala, Hiya, Coucou, Hey! A Universal Welcome for the far and near.
Slurp, Peep, Meow! A Familiar Sound in Every Neighborhood.

Collected from everywhere. Made for here.

Hala, Hiya, Coucou, Hey! A Universal Welcome for the far and near. Slurp, Peep, Meow! A Familiar Sound in Every Neighborhood.

Related Projects:

Hala, Hiya, Coucou, Hey! A Universal Welcome for the far and near.
Slurp, Peep, Meow! A Familiar Sound in Every Neighborhood.