Branding a New F&B Concept

The UAE has a growing F&B industry where new concepts proliferate for eager audiences. Inspired by the growing popularity of Greek Yogurt, an Emirati entrepreneur wanted to create a local restaurant focused around the healthy delicacy. The restaurant concept is based on offering unique savory and sweet menu items with Greek Yogurt as the base ingredient with additional ingredients inspired by local tastes and products.

MBLM was selected to help turn the vision of this concept into a tangible retail offering. From creating a memorable name and identity to developing the menu and designing the space, MBLM helped build this local concept into a local brand.

Developing an essential blueprint for the brand (Essence) was at the heart of the program. MBLM conducted an audit of similar concepts globally, for the naming and positioning exercise. The name “The Yoghurt Lab” was selected, to frame the new shop as a place where guests can indulge in a curated combination of dishes inspired by Emirati flavors driven by nostalgia or local charm.

MBLM created a brand identity mark that visually symbolizes a formula. The shapes in the mark inspired the creation of an original set of icons which were used across branded material and within the physical space. A warm and earthy color palette was selected that communicates positive energy and reinforces the core attributes.

With the brand essence in place, MBLM crafted the brand experience across a range of touchpoints. This included printed and interactive iPad menus; cutlery, cups and product packaging; staff uniforms; interior signage; furniture and original decor for The Yoghurt Lab’s shop. MBLM also extended the experience digitally with free-for-download Messenger emojis.

The Yoghurt Lab opened to great fanfare on Jumeirah Street, a popular destination for dining experiences. Since then, the brand has grown quickly in the community to include pop-ups, catering and special events. The brand won the Silver award for Best Visual Identity in the retail sector at the 2017 Transform Awards MENA.