Pearlfisher has created a new iconic identity for Lebanese retail chain specialising in fast casual food—Zaatar W Zeit. The hip and popular Lebanese chain has taken a deep-rooted symbol at the heart of Lebanese culture—the Mankousheh or traditional Lebanese wrap—and modernised it for a new generation in a trendy and urban but still deeply authentic environment.

The new identity needed to be bolder and more contemporary to better reflect both the eatery and retail offers based on connecting roots with modern life.

Jonathan Ford, Creative Partner Pearlfisher, said, “The new logo is a distinctive, modern marque that provides a more literal and graphic expression by creating a simple link between the thyme and the oil, the leaf and the droplet, and forms a distinctive ‘Z’ within
the negative space.”

Pearlfisher created the core identity and tone of voice—which have been used across the retail concept from signage to interior inspiration and communication materials—and also developed a vibrant and eclectic new range of food packaging. The new identity will roll out across the Zaatar W Zeit chain in Lebanon, Kuwait and the Emirates from July 20, 2011.