The consultancy was briefed to modernise the existing branding, while retaining the chain’s Lebanese heritage. It aimed to create an identity that ‘better reflect[ed] both the eatery and retail offers based on connecting roots with modern life.’
Jonathan Ford, creative partner at Pearlfisher, says, ‘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.’
Alongside the visual identity, Pearlfisher created the tone of voice for the new branding, which will be seen on signage, interior graphics, communication materials and food packaging.
The identity is beginning to roll out across the chain in Lebanon, Kuwait and the Emirates from this week.