The document introduces conceptual directions for Sofra, a Lebanese restaurant in the UAE. It discusses the brand identity, signage, menu, and theme to portray a modern yet practical feel while maintaining Lebanese dining traditions. Sofra aims to bring Lebanese cuisine and an unrivaled experience to consumers through a sleek, contemporary design with cool colors and clean lines to contrast typical ethnic Lebanese restaurants. It provides initial concepts and final designs for the corporate identity and promotional materials.

1. Conceptual Directions April 2012

3. The purpose of this document is to introduce Sofra, the Lebanese
cuisine to the UAE market through establishing different conceptual
directions to support and publicize the modern yet practical feel and
look of the restaurant.
The document will go through the initial concept work for the main
brand identity, signage, menu and the overall theme. As well as the
final design for the corporate identity and other materials.

4. Lebanon is a country that combines two striking differences together
with elegance and uniqueness; a rich cultural past combined with avant-
garde style and attitude. Sofra provides consumers with an infusion of
Lebanese culinary delicacies and an unrivalled dining experience.

11. The Ultra-Modern Sofra brings comfort to every dining table while
maintaining the rich Lebanese dining experience. Contemporary modern
& chic, Sofra’s crisp clean lines, cool colors, sleek interior are a stark
contrast to the clichéd ethnic Lebanese restaurants abound in Dubai.

12. • A small garden dotted with a few
Christmas Trees, reminiscent of the
Lebanese Erz tree.
• A wall-based water fountain in the
outdoor dining area, water trickles
down the wall and pours down into a
zigzag-shaped tunnel that borders the
outdoors dining area.
• The greenery and sound of water
trickling down is reminiscent of the
Lebanese countryside.
• Outdoor area separated from indoors
area by an authentic crisp glass
separator.

13. • Appetizers and main courses will be
served in traditional clay pots and/or
chinaware – to stay true to the Lebanese
cuisine experience.
• European-style utensils and silverware.
• European-style utensil setup.

14. • The goal with super-sleek décor is to keep things very simple.
• Sleek, long and slender vases dot the bathroom on shelves placed
randomly.
• A large black and white picture will be mounted one of the walls-
with a pop of color (Red).
• To add a hint of ethnic soul to the atmosphere, the picture
should be of something that is a trademark of Lebanon, such
as a black and white scene of a red telefrique amid the
beautiful snowy mountains.
• Soft and subtle calming music will be playing in the
background for a soothing effect that compliments the
monochromatic scheme.

15. • Indoors, tables will be aligned to the
walls on each side. A round carpet
under each table.
• White tables and chairs with a modern
twist on the retro model – wooden legs
to match wooden floors.
• In one corner, a round-shaped open
bar, made of bricks painted white serves
the appetizers, salads and drinks.

16. • Waiters will wear a immaculate white
outfits, with a white apron wrapped around the
waist (No facial hair, simple clean look)
• Waiters taking orders will wear the same
uniform plus a green “tarbush” as a playful sign
to distinguish them
• Restaurant manager will wear a tuxedo

17. • Black and white marble in the outdoor area to give a sense of
space.
• Hard wooden floors indoors, to give a sense of warmth against
the sleek monochromatic scheme.

18. Sofra will be a sublime expression of
Lebanon’s unique blend of the ancient and
modern realms, where traditional cuisine is
harnessed by modern style, appealing to an
exclusive client base where guests seeking a
casual, hip and upbeat venue can enjoy an
exquisite culinary visit.

19. Authentic Heritage Offering a classic sense of belonging to Lebanese
culture and a warm family environment, Sofra is the ultimate
reminiscence of home, comfort and a friendly gathering.

20. • Wide entrance with a glass door
branded with logo tiles.
• Floral decorations at the base of
the walls surrounding the
entrance.

21. • Appetizers will be served in traditional oval
plates made of brass or chinaware.
• Main courses will be served in pots so
guests could pour adequate amounts and
keep the remaining intact.
• Silverware and utensils to be traditionally-
decorated. European-style utensils are to be
avoided.
• The utensil setup will be retro: one fork, one
spoon and one knife.

22. • Traditional brass accessories will be placed
on tables: ashtrays, statuettes, etc…
• Candle-lit centerpieces will be placed on
every table

23. • The bathroom decoration will be oriental.
• Hand-made mirrors will be placed inside the bathroom with intricate
Arabian designs.
• Two bathroom attendants will be placed inside the bathrooms to pour
fragrant water so guests could wash their hands. Modern faucets will
not be installed to portray a sense of retrospect.
• Bathroom lighting will be candescent; no
neon lights.
• Music will be played inside the bathroom
through hidden speakers with audio effects
set to “echo”.

24. • Special designed round tables will be set up close to each other using minimal separation to
portray a sense of a long family dining table.

25. • Waiters will be dressed in traditional
Lebanese attire.
• All waiters will wear the same uniform.
• Chefs will wear their regular attire.
• Restaurant managers will wear a more
elaborately design traditional Lebanese dress.

26. • Floors will be layered with classic wooden tiles “parquet”.
• The restaurant should be two-levels with different wooden tile
colors for each level.
• A small, traditionally-designed fountain can be placed in the
middle of the restaurant.

27. • Walls will be composed of red bricks to contain the old retro look.

28. Clinging to every part of the rich Lebanese
Heritage and tying it up with a friendly family
atmosphere; Sofra restaurant will be
decorated with lutes, oriental
designs, Arabesque patterns and traditional
geometric decorations.

30. The Table stand tent will be printed/engraved on both
sides. Side will display the table number while the
other side with Sofra Logo.
Brown Table Cloth branded with Sofra logo in the corners.

31. Branded Take away Bag
Table Napkin

32. Close up of proposed Copper signage
Close up of proposed Plixy signage

33. Menu Cover
Menu inside content

34. Business Cards

35. Letterhead
Envelope

36. Ad 1

37. The Table stand tent will be printed/engraved on both
sides. Side will display the table number while the
other side with the Logo.
Green Table Cloth branded with the logo in the corners.

38. Branded Take away Bag
Table Napkin

39. Close up of proposed Copper signage
Close up of proposed Plixy signage

40. Menu Cover
Menu inside content

41. Business Cards

42. Letterhead
Envelope

43. Ad 2

44. Questions?
END