The Brief

We were tasked to create the identity of a small Lebanese restaurant café in Richmond, southwest London, offering Beiruti specialties served in freshly oven-baked pitas.

Richmond comprises almost exclusively high street chains and is established as an upmarket shopping destination.

The challenge lied in creating the right experience for the wealthy residents of Richmond, an experience that remains true to the chaotic streets of Beirut while still being devoid of cultural cliches and retaining an appealing personality that is as friendly and fun as the owner.

The Solution

After much research about the local market and consumer preferences, came a well wrapped strategy. We began by selecting a straightforward name which helps the brand make connect with the target audience without the need for elaborate introductions. The name, Beirut Street Kitchen, creates a first impression that is welcoming and authentic. This was mirrored and accentuated by the visual identity and design work inspired by the spontaneity and the rich cultural mix found on the streets of Beirut. We also made sure the interior decoration reflects the history of Beirut while having a modern and urban edge that would appeal to the people in Richmond.

The Result

A Lebanese success story in London on many levels! The restaurant was shortlisted for the 2014 Restaurant & Bar Design Awards in London and continues to leave the perfect impression. The combination of the place’s delicious sandwiches and honest personality has made it one of the most popular places in Richmond. Among its loyal customers are the likes of Scarlett Johansson, Robert Downey Jr, and Chris Hemsworth!