What’s the best way to awaken the appetite for Lebanese and Middle Eastern food in the very heart of New York? Through a compelling brand that seasons the cuisine’s heritage with a twist of modern context. We had a blast working on Naya- Middle Eastern Counter & Grill which opened its doors today on Madison Avenue in New York. The New York Times is already in love with this delicious F&B concept: “New York has never had a Lebanese restaurant like Naya.” It is an exciting moment for us. We were proud to see the sign being lifted a couple of weeks ago and today people queuing to taste the goodness. While working on the marketing and branding strategy, we tapped into our Lebanese and Middle Eastern roots and made the most of our insight into colors and food culture, as well as our F&B operational experience. We revamped the logo, recreated the brand guidelines, and provided moodboards for photography and video styles. This shaped how we crafted Naya’s image and conveyed the brand to international crowds. Middle Eastern cuisine is gaining worldwide popularity as people from all corners of the globe discover that it’s healthy, seasonal, and tastes amazing. A 360 agency, we built on this while ensuring that Naya stood out in its own right. Did the pictures of people queuing on opening day or our visit to Naya’s branches in New York when we first kicked off the project get you hungry to see more? Then check out the work we cooked up for the perfect communication and identity mix in the case study. Exploring Naya’s Instagram is also satisfying: https://www.instagram.com/eatnaya/