Amal Brand Journey

Culture, served at the table.

01The challenge

Amal already had a beautiful identity. But a restaurant talks to guests every week, with new menus, holidays and events across more than one city. With only the guidelines, everything started to look the same.

02The idea

Keep the core brand as it is, and add new layers that feel like sitting in the dining room: warm, generous and a little poetic.

03The work

New layers built on top of the brand: a script font for celebrations, a wax seal, watercolour, gold line work and olive imagery. Each one used across menus, print, motion and digital, for three venues.

04The result

The logo, colours and type stay exactly as they were. The new layers live around them, so every piece feels fresh but still reads as Amal.

Brand voice

LushAuthenticPoeticColourfulPatternedGenerous

The toolkit

The core brand was already set. It stays as is, with new tools added around it, so the brand has more ways to feel alive.

OriginalNew addition

LogotypeOriginal

Reversed

Girih motifOriginal

Brown Shade PrimaryPantone 2325 C
#AC9976

Blue Grass SecondaryPantone 5595 C
#BDCCC3

Deep Green AccentPantone 7476 C
#0D5257

Type

Celebrate Afternoon Tea Sundays · 2 to 4 pm

Lebanese pastries, rose tea and fresh mezze, served slowly.

New BaskervilleHeadlines and menu titles, all caps

Original

SF CompactDetails, prices and body text

Original

QuitaA short accent phrase, only for celebrations

New addition

Wax seal & invitationNew addition

You’re invitedAn evening at AmalSaturday · Seven o’clock

WatercolourNew addition

Girih line patternNew addition

Locations

Each venue has its own room and mood. One system, with colours and imagery that shift for each place.

Drag the work around to mix and match a mood board.

Toronto

Yorkville

Golden lattice and pale blue velvet.

Ahlan wa Sahlan post defining Lebanese hospitality

Pistachio dessert and a coupe cocktail with an orchid, cut out

Whole roasted cauliflower on green tahini, on an Amal girih plate

Red cocktail on the rocks with orange twist and cherry

Pistachio cigar rolls with grapes on a hammered silver tray

Miami

Coconut Grove

Palms, woven light, rose and oak.

Beads, Bikinis and Brunch post with Mariola

Mr. C Residences afternoon tea invitation

Watercolour Hayati cocktail illustration

Mezze trio of baba ghanoush, labneh and muhammara in a divided tray, cut out

Green hummus with chickpeas and pomegranate

Las Olas

Fort Lauderdale · Opening soon

Sunset parasols under a glass roof.

Las Olas host stand rendering with clay vessels and palms

Gold two-tier stand with mezze and sweets, cut out

Falafel on tahini in a girih pattern bowl

Yellow sour cocktail with foam and edible flowers

Three explorations

Three new visual directions, so the brand feels like the dining room.

Watercolour01

Line work02

Olive03

Watercolour

Amal is about home and memories. Watercolour illustrations feel like a page from a family album, and they carry that feeling onto menus, invitations and motion.

Watercolour of hands passing shared plates

Watercolour applied to afternoon tea menus and invite

Applied · Brunch

Line work

Beirut is a dense, layered city. Its skyline, drawn in fine gold lines, became a homage to home for New Year's Eve. The same thin lines then grew into girih stars, arches and frames for holidays all year.

Midnight in Beirut story with a gold line skyline

Midnight in Beirut arch with gold line city

Gold line champagne glasses and fireworks

Midnight in Beirut with gold line fireworks

Amal Miami National Tequila Day stories shown on two phones — **National Tequila Day**

Happy National Tequila Day story with a spicy margarita — **National Tequila Day**

Happy National Tequila Day story with an arch frame — **National Tequila Day**

Happy Mother's Day card on deep green with eucalyptus — **Mother's Day 2024**

Beirut Bliss New Year's Eve 2024 menu story — **Beirut Bliss**

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Olive

Olives are at the heart of Lebanese cooking. Every autumn, families gather for the harvest and share a big meal. The Olive Harvest campaign grows from this: the imagery, a seasonal menu, stories and an email.