Beit Wadad
Brand strategy and identity for a Lebanese bistro, carrying a family’s tradition of generous hospitality into a contemporary setting.
Brand Strategy Visual Identity Menu Design Packaging Environmental Branding Signage System Brand Guidelines
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Wadad’s portrait and family imagery form the heart of the identity. A shared bitmap treatment brings photographs, everyday objects and decorative motifs into one graphic language. Arabic and English logos sit alongside a palette led by blue, green and cream, giving the bistro a contemporary identity that keeps its family story close.
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Menus and packaging bring the identity into everyday use. Bilingual typography organises the main and saj menus, while portraits and patterns connect the printed pieces, from coasters and wrapping paper to cup sleeves and takeaway bags. The same visual language carries the bistro’s character from the table into food taken home.
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The identity continues through the bistro’s spaces, from exterior signage to bar and reception graphics. Arabic lettering, wallpaper and a family picture wall bring Wadad’s story into the interior, complementing the interior designer’s scheme. T-shirts and aprons carry the same logos and motifs, connecting the space with the people who welcome its guests.
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Beit Wadad’s story begins with Wadad, known as Em Charbel, who opened a small saj place in Anaya in the 1960s. Her family wanted to carry her generosity, familiar food and warm welcome into a modern Lebanese bistro. The challenge was to give that personal history a contemporary expression, with the same sense of comfort and openness to different tastes.
We built the brand around a simple idea: a home of generosity and good food. GOODD developed the strategy, positioning and narrative, then translated them into a bilingual identity. Arabic and English logos, a palette led by blue, green and cream, and bitmap imagery drawn from the family story give the bistro its character. The system extends across menus, packaging, printed materials, signage, interior graphics and uniforms, bringing a consistent expression of that welcome to the things guests see, hold and use.
All Food
Brand strategy Verbal Identity Visual Identity Packaging Art Direction
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