Mine Madeh
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 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.
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. 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.
- Brand identity redesign
- House menus
- Pavement sign
- Window stickering
- Shop signage
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Discovery
We start with a real conversation about your project: where it comes from, who it speaks to, what already exists around you. We analyse your competitors, because an identity that looks like the one next door will do nothing for you.
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Direction
We hand you our reading of the project: the structure we propose, the stages, what will need to be produced, and a first take on style through mood boards. The point is simple, making sure we are all looking the same way before anything gets created.
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Framing
Three genuinely different logo directions, which we then iterate on together. You watch the brand take shape and you decide while there is still room to change your mind.
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Production and delivery
The longest stage, paced by regular back and forth. At the end: the brand book as a PDF, every asset filed in a shared folder, source files on request, and a brand resource page of your own, a single address holding everything we have made together.