The calligraphy-based logo was crafted by hand to emphasize the restaurant’s emphasis on homemade recipes and authentic ingredients.
Middle eastern roots
Building on the restaurant’s reputation for authentic Lebanese cuisine, Form:Media designed a highly distinctive identity that paid homage to the restaurant’s middle eastern roots.
From the the handmade subway tile to the use of wood, the handmade is an important theme. Inspired by the simplicity of brass cooking pots and traditional water vessels on the subcontinent, Tom Dixon's Beat lamp was deliberately chosen to evoke Lebanese culture.
New photography was commissioned for use on menu boards and print collateral.
From bag to facade
Form:Media was responsible for taking the identity and carrying it through all aspects of the restaurant’s operation—from the in-house graphics and signage to all forms of collateral, including menus, uniforms, napkins and bags.