New brand and restaurant design for Beirut's leading chicken franchise.
The brand is all about fun; it’s simple, honest, energetic, friendly and truly represents the Lebanese culture. The brand mark features “Deek Duke” the figurehead, a fictious character that seeks out new things and experiences; he is a free spirit.
The brand language features many quotes, sayings and doodles that relate to the Lebanese culture and history. Customers are actively encouraged to add to this, with the view that their doodle comprises part of the Deek Duke brand language to truly personalize all Deek Duke outlets.
The outlets continue the theme of Lebanese eclecticism. A selection of mismatching chairs and mismatching tables as well as a mixture of lighting “crowned” with a chandelier of suspended plastic chickens supports eclecticism as a central theme. Each franchise provides the customer with a feeling of personal ownership and hence loyalty.