The Brief

The challenge was there: opening of the first Khaleeji fast-casual restaurant in Dubai. As the concept didn’t exist before, the stakes were high. We had to bridge the gap between international concepts the expat community was used to while remaining loyal to the local culture and bring out its essence.

The Solution

Working closely with the client and our key industry partners – operations and F&B consultants, a consultant chef, an interior designer, and contractors – we delivered a 360 solution and a total brand creation. This included brand and marketing strategy, naming, logo and identity creation, menu engineering, packaging, visual experience, social media, and food photography.

We even built Logma’s user-friendly e-commerce website where people can order their favorite food directly from the restaurant. This was developed with an intuitive backend interface that allows the restaurant to manage the received orders and process them easily.

The Result

A major Dubai success story! Logma’s sales were 400% more than initially projected figures. Expats were happy to discover accessible Emirati cuisine, while locals found their new favorite place. Logma is the only restaurant in Box Park that has been visited by His Highness Sheikh Mohammad three times.