Noosh is bringing the slow food movement into a fast food context with its delicious flatbreads and Mediterranean cuisine. While designing their brand, I happened to be participating in the prestigious Type Paris program, and was in the process of creating my first font, Mademoiselle Didot. The luscious curvature of the font was a perfect match for Noosh - the word itself means ‘lovely, attractive’ in Farsi, and the ‘O’s mimic the movement of your mouth while saying its name. The final identity is elegantly simple and playful, and lays a beautiful foundation as this exceptional restaurant scales. If you’re in San Francisco, come experience Noosh for yourself!