Just Falafel, the Middle East’s home grown fast-casual restaurant brand, has rebranded itself as JF Street Food, to reinforce its philosophy of serving the world’s oldest recorded street food. To further drive the rebranding, the company has collaborated with global fashion personality Asil Attar and her company Lead Associates. The collaboration will see Attar and her team organize two design competitions: one to redesign the aprons and caps worn by the restaurant staff, and the second to paint a mural that will be displayed at the restaurant chain’s concept outlets.
The initiative is aimed at the creative community in the UAE. All competition entries will be reviewed by a judging panel including JF Street Food, co-founder Alia Al Mazroui, Asil Attar, award winning fashion designer Hussein Bazaza and upcoming artist MJD Kadi.
The winners will be announced on February 22 and will receive the opportunity to serve a six-month internship at Lead Associates where they will be mentored by Attar.
“Having recently taken Just Falafel back to basics with a completely revamped menu, we wanted our staff and restaurants to get a fresh look to go with it. We’re happy to be able to provide a platform for emerging fashion designers and artists and show our appreciation by letting two talents leave a permanent mark on our business,” says Mohammed Bitar, the company’s founding partner and managing director in a statement. He revealed more about the rebranding in a chat with Communicate.
“I am delighted to partner with JF Street Food on this wonderful initiative, this project represents both my personal and company vision, focused on changing the retail landscape through inspiring innovation and bringing change, supporting new talent, empowering them with knowledge, expertise and fostering their potential. This will be an opportunity for all these bright stars to shine, giving them an exciting platform and appreciation that they deserve,” adds Attar.
Interested artists can submit their entries to [email protected] along with a short description about the design inspiration as well as a personal statement before February 15, 2015.