We were tasked with branding a restaurant that serves international cuisine with a French twist and a unique set of offerings. Madeleine wanted the brand to have a French look and feel that is up to par with existing international brands, and to appeal to locals and expats alike. It was important to have the overall branding experience reflect this identity consistently, from the logo, to the brand language and all its collateral. The challenge was to be able to establish the brand in a busy F&B market and have it set itself apart through its image.
Based on the client’s brief and our thorough research, we created an international restaurant concept that emphasizes the French style. The collateral (bags, coasters, place-mats, napkins, comment cards, uniforms, and more) were in alignment, following the same look and feel of the brand, which was both unique and elegant simultaneously. The social media platforms and grid were made to look clean and appetizing, showcasing the offerings while adding our branding touch to the overall look.
It was an instant success and much sought after in Saudi Arabia, being compared to brands like Paul in terms of experience and appeal. The uniqueness of the branding and the consistency of its quality made it one of the most talked about concepts around, later leading to an expansion to three branches in Riyadh. The franchise appeal, which was taken into consideration when creating the brand, paid off, as yet another branch was opened in Bahrain, becoming a favorite there.
As foreseen, Madeleine has now created a sub-brand which called “Madeleine Boutique”, specializing in catering and special deliveries inspired from the main brand.