Al Safadi is one of the UAE’s most known Lebanese restaurants with a remarkable history and equity in the market. With many new players entering the market, the brand needed to revamp its identity to stay modern and appealing to all audiences. This included all customer touch points from logo, to menu and signage as well as their social media presence and website. However, where do you begin with a brand with so much equity and a loyal customer base?
Starting with proper research, we began by auditing the old branding, from the visual identity to the interior experience, and brand language. The logo had so much recognition we only went for a facelift making the necessary tweaks to reflect a modern yet authentic brand image. We designed the menu engineering, making the journey easier for non-Arab and expats to understand the items and choose based on the pictures.
We later went on to support Al Safadi with their yearly marketing calendar and optimize their social media presence. This involved cooking up a classic yet mouth-watering photography and video style that works on all platforms.
Triple the success! The brand experience is fresher and more up-to date without drastic changes. The strategic menu engineering increased the average cheque, with customers ordering more because of the assorted placement of the dishes. And last but not least, an interactive and engaging social media presence that reflects a fresher image while remaining true to the brand’s authenticity and tradition.