F&B · UAE · 2022

ZetaSeventy Seven

Zeta is a contemporary Asian restaurant built on unexpected, memorable moments of delight — from signature cocktails to Asian-fusion plates. Brandinc. rebranded Zeta and shaped its second act, Zeta Seventy Seven: a rooftop bar and restaurant on Level 77, home to the world’s highest outdoor infinity pool, high above the Arabian Gulf.

Zeta Seventy Seven — the Level 77 rooftop infinity pool above the Arabian Gulf

The Logo

The Zeta brandmark is designed to feel timeless and contemporary, and to work across physical and digital platforms. It is an important part of the identity — and, in time, a mark guests recognise on sight.

The Zeta wordmark on the Asian-fusion cuisine
Dining at Zeta Seventy Seven at sunset

Art Direction

We drew inspiration from Zen gardens — a balanced landscape of rock, gravel, sand, plant and water. There is an artistry and a mindfulness in that approach, and we used it to create an elevated visual upgrade to the Zeta identity.

A Japanese Zen garden — the art direction reference

Ambiance

Think of the ripples as different moments of delight — from small moments to big gatherings, resembling the sound waves of the Zeta experience. An abstract representation of the ambiance found at every location.

The Zeta ripple pattern system
A Zeta seafood plate with a signature cocktail
The Zeta app — Signature Beverages
The Zeta menu and stationery system
The Zeta apron
The Zeta business card
The Zeta coaster set across the ripple palette
The Zeta identity across social
A Zeta table — Asian-fusion plates and signature cocktails
Next projectThiptara