2012 Winners & Shortlists

Brief Explanation

When Pearlfisher began work, Zaatar was an established, known and loved brand. The new identity had to assume the stature that Zaatar's popularity, heritage and pedigree demanded, taking it to the next level. Our challenge was to bring to life Zaatar's potential to be loved intensely by everyone. The identity had to embody the characteristics, desires and dreams of the Lebanon. The urbanity, glamour and ambition but also the simple, joyful conviviality at the heart of Lebanese culture.

The Brief

Zaatar W Zeit, the hip and popular Lebanese chain has taken a deep-rooted symbol at the heart of Lebanese culture - the Mankousheh or traditional Lebanese wrap - and modernised it for a new generation in a trendy and urban but still deeply authentic environment. The new brand identity needed to be bolder and more contemporary to better reflect both the eatery and retail offers based on connecting roots with modern life. Ultimately, the brief was to express what Zaatar W Zeit stands for and take the brand into the future.

How the final design was conceived

The new logo is a distinctive, modern marque that provides a more literal and graphic expression by creating a simple link between the thyme and the oil, the leaf and the droplet, and forms a distinctive 'Z' within the negative space. The distinctive 'Z' can then be used in many forms of marketing and communications, becoming a feature of the advertising.

Indication of how successful the outcome was in the market

Manuel Wazen, Communication Specialist at Zaatar Z Weit comments: "The new identity of Zaatar W Zeit had indeed a very positive impact on us, even though it's still in the early stages and it hasn't yet been rolled out in all our branches. People are liking it a lot & enjoying the new experience. This re-branding is attracting a wider range of customers, from families to business men as well as school/university students. Launching the fast casual urban eatery is definitely promising with a brighter future."