The Project:

• Branding
• Print Design
• Interior Concept
• Photography

Sedara Sweets & Ice Cream is a family-owned and operated Arabic sweet and coffee shop located in Affton, MO. Their menu includes a wide selection of Middle Eastern and Western baked goods. From baklava and Turkish Delights to hand-dipped ice cream and brownies, Sedara sells desserts that appeal to any taste.

Unsatisfied with their café’s appearance, Sedara set its sights on remodeling the interior and reopening with a new look. To accompany their new look, owners George and Esraa Simon worked with the Loft to photograph menu items and rebrand their signage, menus, and informational pieces throughout the café.

To match Sedara’s new interior, the Loft combined traditional and modern elements to create new signs and menus. To educate new customers on dessert options they may be unfamiliar with, the Loft created a printed piece to pair with individual display case stickers. The display case stickers are removable and replaceable, enabling Sedara to rotate their offerings. Each baklava was categorized into one of three sweetness levels and labeled by type of nut. Customers could also learn more about the history and cultural importance of baklava, Turkish Delight, and Arabic coffee.

With an updated interior and new signage, Sedara’s café is now just as beautiful as the sweets they serve.