The Concept: A Symphony of Heritage
As top bradning agencies TCA, Designing A visual identity for Loubnan by Ramy Ayach was about more than just food; it was about capturing the “Soul of Lebanon” through a sophisticated, modern lens. As a restaurant owned by an iconic artist, the brand had to harmonize the elegance of fine dining with the lyrical beauty of Arabic culture.
1. Modern Kufic Calligraphy
The central logo uses a customized, vertical interpretation of Arabic script. By utilizing Kufic-inspired geometry, we created a mark that feels architectural—reminiscent of the arched windows and stone masonry of traditional Lebanese homes. The elongated lines represent growth and the deep roots of the Ayach family heritage.
2. The Golden “Nuqta” (The Diamond)
The use of the gold diamond-shaped dots (nuqtas) serves as the “jewelry” of the brand. In calligraphy, the nuqta is the unit of measurement for all other letters. Here, they symbolize:
- Precision: The meticulous craft of the Lebanese kitchen.
- Artistry: A nod to Ramy Ayach’s musical brilliance—hitting the perfect note.
- Value: Positioning the restaurant as a “gem” in the regional culinary scene.
3. The Palette of the Levant
The branding utilizes a muted, sophisticated gray paired with gold accents. This avoids the clichés of bright “tourist” colors, opting instead for a “Quiet Luxury” aesthetic. It reflects the upscale atmosphere of the venue—where tradition is honored, but presented with contemporary world-class flair.
4. Cultural Continuity
The background imagery—featuring traditional mosaic plates and the iconic Lebanese arch—complements the logo without competing with it. The logo acts as a transparent window into the culture, emphasizing that Lubnan (Lebanon) is the heart of the experience, with Ramy Ayach as the curator and storyteller.
