Food & Beverage

An urban gourmet retreat

Dusit D2 Kenz Hotel

Dubai, United Arab Emirates

Ostro is a Mediterranean restaurant, a brand of dusitD2 kenz hotel, and located at the urban suburb, Barsha Heights.In 2016, client got in touch with JPd team, looking for a full support and rollout for upcoming launch of dusitD2 hotel, along with brand development for its mid-range all-day dining restaurant. Looking for a strategic branding solution, client was aiming to create a complete brand identity that would stand on its own as an independent brand from the parent company. Striving for an organic growth and with a highly competitive Food & Beverage landscape, the key objective was to create a strong story that would connect to the heart of the consumers and leave a memorable mark of a great dining experience. From brand strategy, naming and creative expression, client was looking for a full support of creating brand from scratch.

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Our solution

Brand strategy

Looking at the key findings, JPd team proposed brand story “Urban Escape”,alluring to the Mediterranean oasis within the Barsha Heights. Based on the brand positioning, the Naming selection was kicked off, screening numerous options inspired from different languages and Mediterranean terms. Name concept “Ostro” has been approved, which is a name of the warm southerly winds that crossover the Mediterranean Sea, taking visitors on a dining retreat away from the busy city life. The easy and catchy sound of the name enabled creative flexibility for brand usage, referring to food as “Ostrolicious”,connecting with visitors in a creative and engaging way.Brand story, ”Urban Escape”, has helped to develop the entire brand universe ,inspiring every touch point and unique accessor


JPd creative team has developed a handcrafted brandmark, inspired by the notion of the footprint in the sand of the Mediterranean sea, whisked away by a wind and leaving a warm lasting impression. The iconic circle within the brandmark, alludes to campus leading to the Mediterranean oasis.The Look and feel system of the brand is creating a clean and uncluttered space, with a sense of discovery with light tones of touchpoints, understated application of identity and condensed font set. As apart of Brand Universe, JPd creative team has developed a comprehensive photography style with a consistent set on overhead shots that would give an overall view of an eclectic table of rich food, colourful table wear and soulful conversations.As a special touch point, team proposed various flower give away, along with developing a style guide book, that covered the flower selection suggestions, presentation form and special cut, which is presented to the visitors as a final touch to the experience at Ostro. Sharing a small and inexpensive, yet warm and cherished gift, would warm the heart of the visitors, sharing a special and unique connection to the place and its experience.

The results

Ostro got an immediate attention from the local media, bloggers and influencer audience. With a great emphasis on its social media presence, Ostro was delighted to be visited and featured by Taim AlFalasi, an influencer with a multi-million follower base, as well as Kat Lebrasse, Fatma Hilal and more, creating an organic buzz around the new place and inspiring aspiring bloggers to engage in the world of mouth further.With a positive media attention from the leading magazines, such as WhatsOn and TimeOut, Ostro has “perfectly encapsulate a Mediterranean vibe”.A 5 star reviews online from regular visitors, Ostro got nominated as the best dining experience by WhatsOn awards, remaining to be one of the highly rated dining retreats in the district and near by areas.Strong social media presence continues to engage with audience, ensuring consistent footprint in the venue.

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What we did

Brand Strategy

Positioning Strategy
Brand Storytelling
Brand Values
Brand Personality

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.