Food & Beverage

Unleashing the Berkan Brand

Almayar Group

Dubai, United Arab Emirates

Al Mayar Investments, holding brand with multiple Food and Beverage concepts under its roof that include fine dining restaurants, casual cafes, and cloud kitchens, got in touch with Jpd team for help with rebranding franchised fine dining steakhouse, formerly known as Gurhan Sef, located in City Walk – Dubai.

Approaching a full rebrand, with upcoming changes in the signage the brand name, the client wanted to ensure new brand keeps connection with a current loyal database of the customer while attracting a new audience and looking for further expansions.

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Our solution

Jpd took a step-by-step approach, starting with in-depth brand research, client workshops and customer surveys to identify current brand assets, key associations and areas to improve. Based on key findings, Jpd developed brand positioning, customer journey, new brand name (Berkan Steakhouse), visual identity, brand personality, tone of voice as well as brand environments design. Development of brand character, Berkan the Bull, helped with further engagement opportunities.

The Results

Berkan Steakhouse was successfully launched in December 2019, and welcomed by the media and audience. The new brand has helped not only to retain but also improve online ratings of5 star on TripAdvisor, with positive reviews online and across visiting customers.

The new brand has helped the company to expand further within the industry, from delivery options, such as partnering with Deliveroo, to catering services, opening doors to new revenue streams. This New Visual Identity is a great example where rebranding did well can not only retain sales but also expand the brand further and capture new territories and business opportunities, such as client internally launching the Flying Bull, a full-service catering provided by Berkan Steakhouse with customised packages, ready to serve the UAE in their backyards and events.

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What we did

Brand Strategy

Positioning Strategy
Brand Storytelling
Brand Values
Brand Personality

Brand Innovation

Customer Research
Customer Journey Mapping
Customer Personas

Naming & Verbal Identity

Tone of Voice

Brand Identity & Development

Visual Identity
Visual Asset creation
Interior Brand Touch-points
Brand Guidelines

Jpd is brand design and creative branding Agency in London, Dubai and Abu Dhabi. Specialising in brand strategy and rebranding.