The Lebanese fast-casual trend – Lebanon

At a time when “casualizing” local cuisine was quite the trend, Semsom was one of the many restaurant concepts on the scene proposing to tame down the often slow-paced and course-abundant traditional Lebanese food experience. Differentiation is usually challenging in a current of similar tendencies. But Semsom’s whimsical take on some classic dishes inspired a slightly pop aesthetic, and the interesting set of letters its Arabic name contains allowed for an uncommon bilingual treatment, both of which contributed to a striking and memorable visual scheme.

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