The role of a brand owner is to fill the brand with mean­ing and pos­i­tive as­so­ci­a­tions that ei­ther con­nect to the mar­ket more sig­nif­i­cantly or less sig­nif­i­cantly than the com­pe­ti­tions. Some very few brands have done this so ef­fec­tively and one of such is a

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Leila min Leb­nen: A win­ning for­mula


‘Leila Min Leb­nen’ is a Le­banese restau­rant chain and MENA re­gion fran­chise founded in 2006 by Joe Abrass, Joe Njeim and Dory Dac­cache.

Led by a strat­egy that delves into what to­day’s young con­sumers de­sire from a culi­nary ex­pe­ri­ence in a typ­i­cal Le­banese restau­rant, they con­ceived a brand - in tune but off beat - that feels more like eat­ing Le­banese food cooked home in a mod­ern set­ting.

Orig­i­nally, Leila Min Leb­nen was fur­nished and dec­o­rated to re­sem­ble an au­then­tic Le­banese house with a warm and wel­com­ing am­biance you never would want to leave.

A dis­tinc­tive brand iden­tity was cre­ated that show­cases the restau­rant’s real per­son­al­ity and her­itage while up­hold­ing in­ter­na­tional stan­dards of cui­sine.

The unique sell­ing point though is the fact that all in­gre­di­ents are brought fresh from the Le­banese moun­tains on a reg­u­lar ba­sis di­rectly into Leila’s out­lets mak­ing Leila Min Leb­nen an oa­sis of fresh­ness in­side the city.

For most brands, much of their strength and eq­uity comes from their gen­uine ap­proach to their home mar­ket and from delv­ing into the lo­cal cul­ture.

The cus­tomer ap­peal Leila en­joys is very clear for it pos­sesses a madein-le­banon ethos - mean­ing the brand pri­or­i­tizes do­mes­tic sourc­ing, sup­port­ing the lo­cal and na­tional econ­omy.

Be­ing able to re­tain the lo­cal at­tributes that con­sumers value – whether that’s the strong as­so­ci­a­tion with the coun­try or their ac­tive in­volve­ment in the lo­cal mar­ket, surely con­trib­utes to re­in­force their po­si­tion in the minds of con­sumers and cre­ate a far stronger emo­tional con­nec­tion with them.


Since Leila’s first restau­rant opened, Leila’s vis­ual iden­tity has been evolv­ing to re­flect and stay true to the evo­lu­tion and ex­pan­sion of the busi­ness. In 2016, the look of Leila restau­rant and its brand­ing got tweaked to cap­ture the real essence of the brand and fit the mod­ern im­age of an al­ter­na­tive Le­banese restau­rant.

Tak­ing a lo­cally-en­thu­si­as­tic sto­ry­telling ap­proach with a hint of pop art fla­vor, leila’s tone of voice guides and en­ter­tains clients through its com­mu­ni­ca­tion. In­deed, the new iden­tity de­vised by Leila is based around lo­cally in­spired artsy-styled com­mu­ni­ca­tion and ex­pres­sions of cre­ativ­ity, echo­ing the brand essence through rhythms, puns and ver­nac­u­lar word­play.

The new im­age came to life through a unique fresh and mod­ern ap­proach em­bod­ied in the whole brand iden­tity, from the in­te­rior dec­o­ra­tion to one of the punch­lines used in ad­ver­tis­ing that says it all: “Your day is rosy with Leila.”

The emo­tions we feel, moods we em­brace, at­mos­phere we savour, and en­vi­ron­ments in which we evolve play a large role in mak­ing a brand be­come a great brand. And ‘Leila min Leb­nen’ has clearly un­der­stood that and cap­i­tal­ized on each el­e­ment.


‘Leila Min Leb­nen’ has 18 lo­ca­tions across Le­banon and the MENA re­gion

re­cruit­ing more than a 1000 em­ploy­ees.

We tend to think that brands that start ex­pand­ing and are distributed across mul­ti­ple coun­tries tend to have weaker over­all re­la­tion­ships with con­sumers than brands that stick close to home and op­er­ate min­i­mal out­lets.

“Grow­ing into an ex­ten­sive chain of restau­rants did not change the essence of who we are, a fam­ily of restau­rants with en­dur­ing qual­ity. These are ex­cit­ing times for us! We are mak­ing sub­stan­tial in­vest­ments in our fu­ture, from op­er­at­ing sys­tems to recipes, from restau­rant de­signs to am­bi­tious plans for ex­pan­sion… Our growth on the lo­cal, as well as on the re­gional scale, has been well planned and well driven, and we set our sails to con­tinue along this path”, ex­plained Leila’s man­age­ment.

Mean­while, Leila in­tends to keep of­fer­ing an­other slice of the good life in Le­banon. G.A.

Old Leila’s im­age

The new Leila iden­tity

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