Brand positioning and identity work for Lebanese restaurant, Waleema.
I worked with restaurant owner Fadi Chafi on renaming and rebranding his existing Lebanese concept, Mezza House.
I took inspiration from Fadi’s stories of Beirut and the colours, fonts and buildings of Lebanon. The apartment block opposite where Fadi lived is unevenly stacked, and he told me there is a nervousness around owning something too perfect. The Lebanese would sometimes even scratch their own brand new car out of superstition. As a result I designed a wordmark with uneven letter forms, and a supporting tile pattern that is modern but still refers to tradition.
I worked on choosing the name Waleema with Fadi. It means feast, and has a lovely cultural context of the bringing together of friends and family around food. It also works well to reflect Fadi’s menu, which is centred around small plates for sharing.