About the Company

Amina is a Southern-inspired restaurant with West African influences located in Old City, Philadelphia. Founded by Felicia Wilson-Bell and Chef Daryl Harmon, the concept blends cultural heritage with elevated dining.

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The Situation

The team needed to transform a historic building into a vibrant culinary destination while creating a brand identity that could carry across physical, digital, and experiential touchpoints.

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The Strategy

A holistic branding system was developed, including logo design, menus, signage, website design, and environmental graphics. Two custom warrior-woman illustrations were created as large-scale murals to reinforce identity and provide a signature visual moment.

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Brand Touchpoints & Digital Media

Menus, merchandise, business cards, and online engagement were treated as equal brand drivers. Digital presence was positioned as essential for visibility, storytelling, and customer loyalty.

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Positioning for Success

Amina now stands as a destination restaurant with a strong cultural identity, immersive environment, and scalable brand system.

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