2014 Winners & Shortlists

Brief Explanation

The brand identity has to be developed and inspired by a brand story, to then influence the brand look and feel and eventual restaurant architect. We have studied and decided with the client to position the brand as casual restaurant (hence street foods makes up a key ingredient of Beirut's menu)

The Brief

To rebrand an already existing 14 years old chain of restaurants called Beirut Restaurant and Grills. the objective was to turn the existing seven restaurants into a franchise branding model.

How the final design was conceived

The name "Beirut" an ancient middle eastern city was the key inspiration creating the brand identity and story: •18 different religions living together in relatively small area 7.722 sq miles. •7 civilizations came across the country; Absorbing the soulful impressions of successive civilizations that passed through the region, spanning from Phoenician, Roman, Hellenistic, Arab, Byzantine, Ottoman, and French, it leaves you with a magical mix from pieces of its culture to form the perfect cuisine. •Beirut is avenues and streets. •It simply is a mosaic mix of history, culture and foods. Beirut Restaurant & Grills "Magic is In The Mix".

Indication of how successful the outcome was in the market

- First restaurant has been re-modeled and launched in the market. Initial business performance and brand reputation has been quite successful, even attracting new customer base added to existing customer base. The restaurant new identity is still being rolled out across the country within all the emirates of the seven existing locations. Soon the new identity to be franchised across other ME and European markets.