Global Bistro
Brand Identity & Digital Experience
A full brand and experience overhaul for a restaurant whose food outpaced its visibility. Competitive positioning, brand identity, environmental design, and a digital experience, built from real client research, not a brief handed to me.
My Role
Art Director, UX/UI Designer, Brand Strategist. I led the project end to end, from research and concept development through final execution.
The Challenge
Global Bistro served excellent, authentic Syrian and Jordanian food, mansaf, maklouba, kebab, kibbeh, and traditional Arabic desserts, in a warm, welcoming space. None of that came through in the brand. The visual identity, menu presentation, and digital presence undersold the experience, and nothing tied the pieces into one consistent system.
Process
Research
I evaluated the restaurant's current identity, food experience, and customer perception, then ran a competitive analysis across six comparable restaurants to find where Global Bistro could stand apart. Two audience personas grounded every decision that followed in how real guests actually choose where to eat.
Ideation
I explored several creative directions, Middle Eastern hospitality, Syrian-Jordanian heritage, geometric pattern work, global dining conventions, and modern restaurant branding, before settling on a direction built around warmth, authenticity, and refinement.
Execution
The final identity centers on an eight-pointed star, a symbol with deep roots in Syrian architectural and Islamic geometric history, used as both logomark and a pattern language across the brand. The color palette, Baklava, Pomegranate, Pistachio, is named directly after the food itself, so the system tells the restaurant's story before a single word is read.
What I Delivered
The final identity moved a restaurant with strong food and an underdeveloped brand into a cohesive, professional experience across every touchpoint, print, digital, packaging, and in-store. The work was reviewed by both the restaurant owner and an experienced art director outside the project, both of whom responded to the strength of the cultural direction and the clarity the new identity brought to the brand.
Tools
Figma, Adobe Illustrator, Adobe Photoshop, AI-assisted concept exploration and mood-boarding
A full brand and experience overhaul for a restaurant whose food outpaced its visibility. Competitive positioning, brand identity, environmental design, and a digital experience, built from real client research, not a brief handed to me.
My Role
Art Director, UX/UI Designer, Brand Strategist. I led the project end to end, from research and concept development through final execution.
The Challenge
Global Bistro served excellent, authentic Syrian and Jordanian food, mansaf, maklouba, kebab, kibbeh, and traditional Arabic desserts, in a warm, welcoming space. None of that came through in the brand. The visual identity, menu presentation, and digital presence undersold the experience, and nothing tied the pieces into one consistent system.
Process
Research
I evaluated the restaurant's current identity, food experience, and customer perception, then ran a competitive analysis across six comparable restaurants to find where Global Bistro could stand apart. Two audience personas grounded every decision that followed in how real guests actually choose where to eat.
Ideation
I explored several creative directions, Middle Eastern hospitality, Syrian-Jordanian heritage, geometric pattern work, global dining conventions, and modern restaurant branding, before settling on a direction built around warmth, authenticity, and refinement.
Execution
The final identity centers on an eight-pointed star, a symbol with deep roots in Syrian architectural and Islamic geometric history, used as both logomark and a pattern language across the brand. The color palette, Baklava, Pomegranate, Pistachio, is named directly after the food itself, so the system tells the restaurant's story before a single word is read.
What I Delivered
- Brand strategy and positioning
- Logo design and full identity system
- Color and typography direction
- Menu and packaging design
- Environmental and in-store display concepts
- Digital menu and interactive kiosk concepts
- Social and digital brand applications
- Complete digital experience plan
The final identity moved a restaurant with strong food and an underdeveloped brand into a cohesive, professional experience across every touchpoint, print, digital, packaging, and in-store. The work was reviewed by both the restaurant owner and an experienced art director outside the project, both of whom responded to the strength of the cultural direction and the clarity the new identity brought to the brand.
Tools
Figma, Adobe Illustrator, Adobe Photoshop, AI-assisted concept exploration and mood-boarding
