ABOULEZZ
Lebanese cuisine, blending tradition with modern twists.
> FULL BRAND IDENTITY UPLIFT
Aboul3ezz is a vibrant brand celebrating the rich tapestry of Lebanese street food, blending heritage with contemporary flavors. Since its successful launch four years ago, it quickly gained market traction and positive feedback. However, as the brand looked to expand, its existing identity proved limited and lacked the depth needed for future growth.
Our mission was to redefine Aboul3ezz through a complete rebranding and strategic overhaul—providing a clear vision for what the brand represents and how it should show up in the world. The result is a dynamic fusion of tradition and innovation, elevating Lebanese street food to new heights while staying true to its authentic roots.
What we did_
To unlock the full potential of Aboul3ezz, we undertook a complete brand transformation that preserved its proud Lebanese heritage while positioning it for future growth.
Our strategy focused on providing the owners with a clear vision of what the brand represents and how it should appear in the world. We crafted a compelling brand story that bridges tradition and innovation, emphasizing the dynamic nature of Lebanese street food with modern twists. The messaging was refined to showcase the brand’s vibrant personality, blending authenticity with a playful tone that resonates with today’s audience.
The result is a revitalized brand identity that not only celebrates the legacy of Lebanese cuisine but also paves the way for continued market expansion and success.
Brand Strategy
Complete Visual Identity Redesign
Packaging Design
Environmental Branding
Comprehensive Brand Guidelines
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Interior Design by C-LAB
Beyond the menu.
We positioned Aboul3ezz as a dynamic culinary destination where classic Lebanese street food is reimagined with inventive twists, offering a unique dining experience that feels both familiar and fresh. The fusion menu showcases bold flavors and creative presentations, appealing to those seeking an authentic yet modern take on Lebanese cuisine.
Beyond the menu, Aboul3ezz offers a contemporary atmosphere that reflects the vibrant and energetic nature of the brand. The space is designed to be warm and inviting, encouraging the communal spirit of Lebanese dining while providing a fresh, modern setting.
POSITIONING STRATEGY
Research > Competitive Audit > Audience Segmentation > Brand Workshops > Purpose, Vision, Values > Brand Promise > Differentiation Strategy > Brand Personality > Positioning.
Impact & Results
The rebranding and strategic repositioning of Aboul3ezz led to significant market growth and enhanced brand recognition. With a clearly defined vision and cohesive identity, the brand not only solidified its position in the Lebanese street food scene but also expanded its reach.
Following the rebrand, Aboul3ezz successfully extended its presence by launching kiosks in popular outdoor food courts, bringing its vibrant flavors to high-traffic locations and reaching a broader audience. Additionally, the introduction of a branded food truck allowed the brand to offer a mobile dining experience, increasing accessibility and engaging with new customer segments.
