Al Farooj – Refreshing brand image

Since ’90 Al Farooj has been known for its shawarmas, and it’s been in the market for many years. Since the new menu was introduced and the new brand strategy was introduced, the positioning has changed towards younger generations that are looking for new, funky, interesting, but traditionally good food.

In time things get old. Marketing messages become less effective, and brand experiences become stagnant. When this happens, restaurant brands need to reassess their market, their position in it, and how they’re communicating that story.


REBRANDING THE RESTAURANT IS NECESSARY TO INVIGORATE AN AUDIENCE’S INTEREST WHILE REESTABLISHING ITS POSITION IN THE MARKET.

Changing consumer perceptions and preconceived understandings of your brand demands an objective approach to repositioning. To achieve that WE HAVE TO MAINTAIN THE THINGS PEOPLE LOVE WHILE REBUILDING THE THINGS PEOPLE HAVE EITHER FORGOTTEN OR DISLIKE about your brand.

The new life gathered from this process directly fuels design communications from redesigned brand identities and packaging through interiors, internal communications and more.

There are a few steps that we have to do to facilitate this transition.