AVESTA
Shisha Cafe & Bar
Project Overview :
Shisha has recently gained popularity among Japanese youth between their 20s and 30s and the only prefecture in Japan that has no shisha lounge is Yamaga prefecture. My client wanted to open the first shisha cafe and bar in Yamagata city with a Persian theme.
My Role:
Experience Designer
Ethnographic & Customer research
Branding & Logo design
Interior design
Icon design
Menu design
Project Timeline:
5 months
Location:
Yamagata city, Japan
Tools:
Adobe Illustrator
Adobe Photoshop
Procreate
Miro
The Challenge:
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Yamagata is a small town where the majority of the population is over 40 and either retired or not typically interested in trying new things. Attracting customers in this kind of environment was a key challenge.
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Additionally, many people hold negative perceptions of shisha and smoking. Most shisha lounges tend to have a dark, uninviting atmosphere, which can make potential customers hesitant to even step inside.
Common Shisha lounges
The Goal:
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Design a profitable shisha lounge in the small city of Yamagata
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Expand the target age range of potential customers
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Introduce not only shisha itself but also the culture around it, focusing on creating a space for communication in a relaxed and welcoming environment
Schedule and Design Process:
In this project, I combined the design thinking process with the client’s construction and opening schedule. I had to balance creativity with real-world limitations.
My approach was iterative, moving through research, idea generation, prototyping, and testing, all while staying in sync with the construction timeline.
By working closely with the client and making key decisions at the right time, we were able to create a thoughtful customer experience that also matched the business goals and opening deadline.
Ethnographic Research:
To better understand local attitudes toward shisha and smoking culture, I conducted ethnographic research by visiting various cafes, restaurants, and stores throughout Yamagata.
During these visits, I engaged in informal conversations with both men and women across different age groups to observe their lifestyle preferences and gather honest opinions.
The goal was to explore how people in this small city might respond to a new concept like a shisha lounge.
I aimed to understand their perceptions of smoking, their openness to trying something new, and what kind of atmosphere or experience would make them feel comfortable enough to visit a place like this.
This hands-on approach gave me valuable insights into local behaviors, social habits, and the cultural sensitivities that needed to be considered in the lounge’s design and positioning.
Competitive Audit:
To better understand the needs and preferences of shisha enthusiasts, as well as to analyze how competitors position themselves, I visited and experienced over 10 of the most well-known shisha lounges in Tokyo.
During these visits, I evaluated various aspects including the overall environment, menu offerings, customer service, interior themes, and the overall customer experience.
Customer Interviews:
To gain deeper insights into user behaviors, motivations, and pain points, I conducted interviews with 8 individuals across different age groups.
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5 participants were regular shisha users who shared their preferences, expectations, and what they value most in a lounge experience.
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The remaining 3 participants had never been to a shisha lounge but expressed curiosity and potential interest. These interviews helped me understand common hesitations, misconceptions, and what might encourage new users to try shisha in a comfortable setting.
The mix of experienced and first-time users gave me a well-rounded view of both loyal customers and potential new ones, helping to shape a more inclusive and inviting service design.
Persona creation:
I created two distinct personas to represent the predicted and target customer segments for the lounge:
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Younger Segment (Ages 20–35)
Primarily made up of local youth and students from Yamagata Art University. This group typically has a lower budget and limited spending power, but they are curious, social, and interested in new experiences like shisha culture.
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Older Segment (Ages 35–60)
This group includes retired individuals, many of whom have returned to Yamagata after living in Tokyo. They generally have higher expectations for service quality, a preference for more refined environments, and greater spending potential.
Problem Statement:
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How might we create a service environment that feels approachable and comfortable for older customers?
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How might we design a space that feels welcoming and easy to enter for people who are new to shisha?
Mood Board
After completing the research and discussing ideas with the client, we aligned on the overall atmosphere, brand direction, and how the shop and service should be presented. Based on this shared vision, we created a mood board to guide the design.
Branding and Collateral Design
The Location
Through customer interviews and competitive analysis, we learned that people wanted to feel more comfortable and informed before entering the lounge.
Unlike typical shisha lounges that are often hidden underground or have no visibility from outside, I recommended choosing a location with large windows and a clear view inside. This helped create a more open and inviting atmosphere for first-time visitors.
Interior Design
I proposed a minimal and modern interior style that subtly incorporates elements of Persian culture to add warmth and identity.
To create a calm, cigar-lounge-like atmosphere, I selected high-quality leather chairs and sofas that are both stylish and comfortable. I also spaced the seating farther apart than in typical shisha lounges to provide more privacy and a sense of luxury.
Logo Design
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Shisha
Of course, every shisha lounge wants to have the unique shape of shisha in its logo. But the challenge was how to make it unique!
Persian Rug
Persia is known for its rugs and I wanted to represent Persian rug's geometric shapes and colors in the logo.
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Zoroastre
The name of the shop is Avesta which is the book of the ancient Persian religion Zoroaster's book.
The Final Logo
Aroma shape instead of Smoke
Wings of
Zoroaster
Hexagon from Persian
carpet elements
Persian carpet
Wine Red
Icon Design
Business card and Flyer for opening
Menu Design
To cater to adult and senior customers, I have curated a selection of premium liquors, including oriental wines, brandies, and whiskeys, all carefully chosen to complement the smoke of shisha.
Additionally, the menu now features a variety of non-alcoholic and hot beverages, as well as a selection of sweets and snacks to pair with the drinks.
Getting Ready for opening...
The Result
Successfully attracted a diverse age range of customers (20–65 years old):
The lounge design appealed to a wide demographic, including a notable number of customers aged 60 to 65. This demonstrated the effectiveness of our inclusive design approach, which carefully considered the preferences and comfort of both younger and older guests.
Achieved consistent daily foot traffic despite a small local population:
Even in a less densely populated area, the lounge has maintained a high volume of daily visitors. This reflects the strong appeal of the overall customer experience, from atmosphere to service, and shows that the lounge became a destination rather than just a local option.
Created a welcoming environment that encourages return visits:
The thoughtful combination of interior design, menu offerings, and customer service has resulted in strong customer loyalty. Many guests have become regulars, proving the lounge’s ability to meet varied expectations and build lasting relationships with its clientele.
The Impact
Shisha Lounge 1 Shisha Lounge 2 AVESTA
During the first month of operation, I collected customer and sales data and benchmarked our performance against two similarly sized shisha lounges in Tokyo.
The results showed that both customer visits and sales were 40% higher than one of the comparable lounges, highlighting the strong market appeal of our concept.
Moreover, sales exceeded our initial expectations, and we successfully met all of our KPIs within the first month.
Takeaways:
In this project, I implemented UX design and design thinking in a business for the first time.
One of the most challenging aspects of the project was persuading my client to focus on user needs and interests rather than their own. After the grand opening and a month of operation, my client and I were amazed by the sales and customer interest. UX has proven to be one of the most valuable tools that businesses can use!
Thank you for your time !
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Contact Info
All rights reserved © 2022-2025 Fereshteh Samavi
Tokyo, Japan