A year ago, Caritas Lebanon approached us to help them implement their new strategy of transforming their caritative assets into self-sustaining businesses. We took on the job as a CSR initiative and worked closely with them to develop the Caritas Social Enterprise, which would intend to house multiple businesses. The first project was to build on their existing Soup Kitchen, feeding over 50 people in need daily, by creating a new restaurant brand that would help sustain it.
We created the restaurant’s full brand identity, naming it U-Feed, a play on words with a double meaning in both English and Arabic, as ‘feed’ also means “do good” in Arabic. We elaborated this concept further with the slogan: Eat Good, do Good. As their consultants, we worked closely with a team of architects, interior designers and operations managers in developing the internal and external customer journey, the interior branding, menu, packaging, uniforms and all necessary elements for U-Feed to be fully operational and ready to serve its clients. We partnered with Lebanon’s cuisine icon, Chef Joe Barza to create U-Feed’s menu, who applied his expertise to ensure a high standard of taste and quality.
On May 2, 2019, we held a PR launch event for U-Feed’s operations, gathering key figures from both the private and public sectors alike. U-Feed is now successfully operational, offering its neighborhood a delicious variety of dishes, and effectively feeding a family in need with every single order!