The three main factors of Fatira are; the authentic flavor, 90 sec, and healthy food. These elements were represented in the logo by choosing the handmade font to reflect the authentic flavor, the clock arms with the dotted circle to represent time ( 90 sec) and finally the colorful ambience to portray the healthy food.

Fast serving does not mean rushing and stressful experience. Fast serving can lead to a pleasurable moment. Fatira is appreciating the context of fast lifestyle yet preserving the joyful aspect of it. The rich experience is similar to the life lived in a dream yet done in few seconds. This philosophy of healthy perception of lifestyle is reflected in Fatira visual elements.