Case Study · Strategy and Rebranding
Lebanese Roaster
We repositioned a much-loved Lebanese roastery for the UAE, gave it a warmer, bilingual voice, and rolled the new identity out across more than 4,000 products in three months.
The Challenge
Customers Loved the Taste. The Stores Felt Ordinary.
Lebanese Roaster had what many brands spend years trying to build: authentic products, real quality and customers who have bought from it for decades.
But the experience felt like a conventional shop, while UAE shoppers were asking for more. They wanted freshness they could see and smell, healthier choices, and a place that felt like a moment rather than an errand. Competitors had already claimed heritage, luxury or everyday value. Lebanese Roaster needed a position that was clearly its own, and an identity strong enough to carry it across every pack on the shelf.
Research
What UAE Shoppers Told Us
We started with the market, not the logo: what people buy, why they choose one roastery over another, and what makes them come back.
Freshness Is a Must
Shoppers link aroma and crunch with quality. They trust stores where they can see and smell the roasting and brewing.
The Same Taste, Every Time
The mix they loved last time must taste exactly the same next time, down to the signature spice blend.
Healthier Snacking Is Growing
More people reach for nuts and dark chocolate over heavy desserts, and ask for low-sugar, preservative-free options.
Heritage Needs a Modern Door
The opening was to combine authentic Lebanese tradition with a modern, welcoming experience nobody else offered.
People
Nine People We Designed For
From the research we built nine personas, so every later decision, from a tagline to a shelf label, could be tested against a real need.
34 · HR manager · Dubai
Nadia
Comes back every month for the taste and smell of home.
45 · Businessman · Abu Dhabi
Ahmed
Fills the trays in his majlis with the best he can find.
29 · Marketing executive · Dubai
Lisa
Wants fresh, raw nuts to fuel an active life.
27 · Architect · Dubai
Marwan
Lives a modern life but stays close to the flavours of home.
33 · Personal trainer · Dubai
Adam
Looks for clean, protein-rich snacks he can recommend.
52 · Engineer · 20 years in the UAE
Samir
A loyal regular, twice a month, for coffee and roasted nuts.
39 · Working mother · Sharjah
Rania
Needs convenience without compromising on quality.
21 · Architecture student
Layla
Comes for value, variety and a bit of vibe.
32 · Tech consultant · Riyadh
Omar
Wants real food that is ready to go.
Research personas, not real customers. Drag or scroll sideways.
Positioning
Moving From Store to Experience
We mapped the category on two questions: how good is the product, and how good is the experience? Lebanese Roaster already scored high on quality, but its stores felt conventional. The target was the premium experience space, with a personality none of the others had.
- Heritage roasters: trusted names, but conventional stores.
- Luxury boutiques: beautiful, but distant.
- Mass-market brands: practical, with little story.
- Lebanese Roaster: warm, personal and story-driven. A modern Levantine experience.
Map simplified from our 2025 category research.
The Idea
Bringing Warmth to Your Every Day.
Good flavours. Good moments. A good day, made just for you. Lebanese Roaster stops being a shop you visit and becomes part of your routine, your comfort and your welcome.
- Warm and Personal
- Rooted in Heritage
- Sensory
- Modern Yet Timeless
- Conversational
Verbal Identity
One Voice, Two Languages
English leads and Arabic carries the soul. Every line should make you taste, smell or feel something, whether it sits on a shop sign, a coffee cup or a social post.
- Brand lineThe Art of Roastingفن التحميص
- EntranceStep in for some sweetness.كيف حالكم؟ يحلّي نهاركم!
- Coffee barFreshly roasted, ready to make your day better.صباح ومسا، قهوتنا ما بتنتسى
- Signature linesCrafted with care, inspired by heritage.مع كل حبة محبة
- Signature linesMade how it should be. Served how it’s meant to feel.لكل قرشة حكاية
- Mixing bothSahtein! Enjoy our freshly brewed Arabic coffee.Shukran for visiting. See you again soon!
The Mark
How the Mark Was Born
- A Cedar for HomeWe started from the tree every Lebanese carries with them.
- Branches Become SmokeIts branches loosen into the curling smoke of the morning cup.
- Rising From the BeanThe smoke rises from a roasted coffee bean, the heart of the shop.
- One MarkLebanon and coffee, held together in a single sign.
Visual Identity
A Mark You Can Smell
A roasting plant grows from a coffee bean in a single mark, set in English and Arabic. Olive, deep red and warm cream come straight from the shop floor: leaves, roasted shells and fresh bread. Click any image to see it full size.
Rollout
4,000+ Products in Three Months
A rebrand only works when it reaches the shelf. We carried the new identity across more than 4,000 products in three months, so customers met one consistent Lebanese Roaster in every aisle, on every pack and at every counter.
What We Delivered
From Research to Shelf
- UAE market research
- Nine customer personas
- Competitor and positioning analysis
- Vision, mission and brand essence
- Verbal identity and tone of voice in English and Arabic
- Signature lines for stores, packs and social
- Bilingual logo system
- Colour palette and typography
- Iconography and photography direction
- Packaging across 4,000+ products
- Storefront and in-store signage
- Brand guidelines
Ready to Give Your Brand Its Own Place?
A line or two is enough. We take it from there.