Transforming a Lebanese Bakery into a Levantine Destination.
The Problem
TLB, placed within London’s most iconic department store - Harrods, faced a challenge as its innovative and diverse range of recipes failed to connect with the UK demographic. Despite offering more than traditional Lebanese cuisine, customers perceived the bakery as just another Lebanese restaurant. We were approached to realign their messaging for stronger local appeal and a wider customer demographic.
Services
Brand Strategy
Visual Rebrand Management
Launch Plan
Location
London, United Kingdom
Industry
Food and Beverage
Collaborator
The Approach
Step 1
Our first step involved doing a thorough deep dive into The Lebanese Bakery to figure out what worked and what didn’t. Why did the brand falter when it came to appealing to the local market? How would we be able to localize it further to attract a broader audience? What tactics would we use to familiarize a foreign cuisine to the natives of London?
Step 2
By repositioning The Lebanese Bakery to The Levant Bakery, we were able to successfully broaden the concept's culinary scope to encompass a wider range of dishes from such a region. This strategic shift not only bridged culinary gaps but also attracted a more diverse customer base, effectively highlighting the bakery's innovative offerings beyond traditional Lebanese cuisine.
Step 3
We were tasked with facelifting the visuals of the brand, shedding its generic facade to embrace a rich cultural flair, carving an identity deeply rooted in Middle Eastern heritage and culinary artistry.To further introduce Middle Eastern culture to the West, we curated offerings catered to the notion of togetherness. From pantry goods, to picnic baskets, and gathering portions, we were able to bring people together centered around a table of Levantine food culture.
