Not another fish in the sea – Beirut
2002 – Ongoing
  • Rebranding

Our original encounter with Yabani – a transliteration of the Arabic word for “Japanese” – occurred soon after the place first opened in Beirut. It had an existing identity: a simple Helvetica Neue typeface with a red and white color scheme designed by Nathalie Boustany Khoury. Our task was to redesign the menus. We compiled an exhaustive photographic index of the food items, in consideration of an audience with less than perfect sushi literacy. Twelve years (and an avalanche of sushi restaurants) later, we took on the rebranding of what had become one of the best Japanese restaurants in town as it moved location to the chic downtown district of Beirut. We refocused our attention on the restaurant’s growing reputation of perfection, the sophistication of an ultimate fine dining experience, and a much more sushi-savvy clientele.

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