BrandingDirection Artistique

Mine Madeh

Brand identity redesign

Mine Madeh is a Syrian restaurant in central Brussels. It already existed, with an image that was no longer doing it any favours. So the rebrand did not start from a blank page: keep what the regulars recognised, and lift everything else a notch.

Client
Mine Madeh
Role
Brand identity redesign
Year
2023
The starting point

The restaurant had been running for years when it prepared a second opening, in central Brussels. That deadline is what triggered the project: the existing image worked for a neighbourhood regular, not for an address people discover. The difficulty was holding two cultures in one mark, evoking Syrian cooking and tying it to Brussels, without falling into the picturesque decor that stalks this kind of brief.

Mine Madeh "Syrian street food" logo in coral on burgundy, with a band of diamonds along the bottom
Mine Madeh kraft bags with burgundy handles, coral logo and the line "Handcrafted bread and freshly cooked meals"
Mine Madeh's terrace in Brussels, with the dressed shop windows and the projecting sign on the façade
The approach

Eleven dishes, one framing

The orange already belonged to the house, its only solid visual landmark. Dropping it would have erased recognition; keeping it untouched would have kept the problem. So it was kept and modernised, set against sharper contrasts and an elegant typeface. The photography applies the same discipline. The whole menu is shot on a single device: an arm holding the dish out over the cobbles of the street, seen from above, in daylight. Eleven dishes, one framing. The series holds without captions, and the pavement reminds you in every frame that Mine Madeh is a place, not a delivery brand.

Mine Madeh's glass door: coral logo, "by Georges Baghdi Sar", "Syrian street food" and a band of diamonds
Mine Madeh projecting sign, light logo on a dark ground, hung on the restaurant façade
Round Mine Madeh tins with burgundy lids and the coral logo, on an orange ground
White napkin folded on a plate, coral Mine Madeh logo and a diamond pattern in the corner
Mine Madeh Instagram post "Nouveau plat" on a burgundy ground, featuring the madeh salad

The façade and the windows follow the same rule as the menu: orange as the landmark, everything else held back. It is the one place where the identity has to work without being explained, because a restaurant is recognised from the pavement. The photo series serves the printed menu and social media alike. Eleven dishes shot once under the same setup is an image bank that removes the need to reshoot for every post.

What was delivered
  • Brand identity redesign
  • House menus
  • Pavement sign
  • Window stickering
  • Shop signage
Results

One series, one set-up

dishes photographed with the same set-up
11
languages for the printed menu, French and English
2

Counted on 28/09/2026 in the project files

How we work

Before, during, after: the same method on every project

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  1. Before

    Discovery

    We get to know the project, ask our questions and talk it through with you.

  2. Before

    Inspiration and direction

    We gather inspiration and set a direction with you, before anything gets created.

  3. During

    Creation

    The heart of the project, paced by regular back and forth with you.

  4. After

    Delivery and testing

    We deliver, then check with you that everything works.

  5. After

    Handover and adjustments

    We train you and help you get to grips with the material. Your feedback is taken on board to fine-tune it.

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