The Challenge

To launch a standout new restaurant brand in the very crowded Dubai dining out market.

Our Objective

To create a distinctive brand story and visual identity for this exciting new Turkish dining experience

Our Approach

Brand story > Brand identity > Brand Activation

Our Work

Our story for the brand was built around the concept of ‘legendary’.

Celebrating the best of  Turkish culture and cuisine the focus of BABA is the outdoor ‘mangal’ – and as an integral part of traditional Turkish food culture, fathers or ‘babas’ are the ultimate chefs at the mangal (BBQ).  With this in mind, the essence of the BABA brand story is the endearing feeling the word may evoke as many ‘babas’ are ‘legendary’ to different people in different ways.

We created a very simple, distinctive and confident logo which applies itself well to a full range of brand materials from signage, to menus, to graphics to collateral. For marketing we added a ‘This is not fine dining” strapline & hashtag to emphasise the informal, welcoming and engaging atmosphere that turns exceptional food into unforgettable experiences.