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THE IMPORTANCE OF BRAND “A BRAND IS A BEAUTIFUL THING. Enormously powerful. Enormously fragile. Building a brand takes vision. It takes passion and sweat. And perhaps most importantly, it takes discipline. The discipline to never waiver from your brand’s DNA and what your message to the world will be. We created these guidelines, so the tenets of the brand are not just in the hearts and minds of a few, but in the hundreds of you who will touch this brand and share it with the world. It is impossible to overemphasize the importance of brand consistency. Endless studies prove consistency increases awareness and helps cement and emotional connection to a brand...”


“For the love of a delicious Lebanese meal, keep my passion going. The more you love this land, the more it’ll love you back. Keep cooking, stay generous and keep on loving Lebanon” El’Am Bou Massoud

Positioning


OUR STORY. The apple does not fall far from the tree. We are the offspring of a Lebanese idol, the result of generations carrying the passion of El’Am Bou Massoud. The heritage of authentic Lebanese cuisine, not just the food. El’Am Bou Massoud is a national Lebanese icon that synonyms with Lebanese cuisine and its authentic culinary culture. Born and raised in a beautiful Lebanese village, Bou Massoud is a proud man with strong features, charming wit and the most welcoming smile. With his distinct taste buds, true Lebanese pride and a beautiful hometown blessed with flavors and traditions; El’Am Bou Massoud took his passion for food to the next level. This kind man lived for his home country’s food; he loved its culture, planted its flavors, grew its authenticity, cooked its stories and served it with pride and passion. Like a true Lebanese. When you say Lebanese food, you instantly think of El’Am Bou Massoud’s big smile, red fez, big mustache and wide shoulders. El’Am Bou Massoud became an icon of the Lebanese culinary journey, embedding his passion and love into every dish, protecting the heritage and standing tall with his rounded belly against all odds, one feast at a time.


El’Am Bou Massoud made sure his passion ran in the family, he passed his knowledge and authentic manners to all his family members. Such a great story of passion, patriotism should never end, that’s our mission. His love is still alive through the responsibility we are carrying. The world we live in nowadays is constantly changing, Lebanon has changed. Amidst rush hours, busy lifestyles and fast everything, we want to share the beauty in our rooted history, the soul of authentic Lebanese cuisine.


What is El’Am Bou Massoud? Named after our ultimate muse, the local idol and to honor our heritage and keep the legacy alive, El’Am Bou Massoud is not just a Lebanese food restaurant. It is the place that will take you in a journey through the history of love for Lebanese food. Bringing you the passion, authenticity and generosity behind Lebanese cuisine. Our outlets are specialized and spreading across the coast with recipes crafted to perfection and our doors are wide open because great Lebanese food and culinary experience should be accessible by everybody.


Why do we exist? What do we stand for? To preserve the legacy of authentic Lebanese cuisine in the modern world. We do it to fulfill and trigger our customers’ needs to engage with their culture, heritage and values. Our values are Lebanese and this is what we stand for, • Revived authenticity • Craftsmanship and excellence • Generosity and hospitability • Responsibility and patriotism • Trustworthiness and familiarity • Accessibility and affordability


How do we do it? What is our mission in the world? Our mission is to provide genuine Lebanese Cuisine and culinary experience to everybody, no matter what background, race, religion, gender or social status they have. Our outlets will be always open, welcoming and close to the people.


What is our motivation? The continuous passion to safeguard, shape and reshape authenticity of Lebanese Cuisine in the modern world. Today, how do we envision El’Am Bou Massoud’s legacy? What’s our vision and emotional identity? Our vision is a beautifully arranged space that is flaunting the charm of Lebanon. Filled with life, originality and culture and the spirit of El’Am Bou Massoud. As if you’ve walked into a house in a village; with its great food, hospitable hosts, big generous portions, mouthwatering flavors and comfortable atmosphere. Feasts that feel like El’Am Bou Massoud’s village feasts.


tone of Voice “Bou Massoud’s company was as delightful as his feasts. His wit, kindness and experience will live on, i am sure” Abu Saeed, old friend and neighbor of Bou Massoud


How we talk Voice To reinforce the culture of El’Am Bou Massoud and to strongly communicate our core beliefs, everything that comes out of the brand should have El’Am Bou Massoud’s voice.


• Character/Persona: Authentic- patriotic – lighthearted – nostalgic • Tone: Personal – Inviting – Direct - Warm • Language: Simple – trustworthy - moving – Locally relevant • Purpose: Engage – inform- Entertain-Amplify

What we are

What we are not

Authentic

Traditional

Confident

Aggressive

Assertive

Arrogant

nostalgic

Old fashioned

Lively

Irresponsible

accessible

small

gracious

conventional

Witty

Funny


Tonality Either it’s on Social media, in-store communication or by waiters and on the menu, the below words are preferred as they reflect the brand’s essence and culture. Try to incorporate as much as you can within each piece of content.


‫بينا خبز وملح‬

‫طياب‬

‫مضياف‬

‫فرشنا سفرة‬

‫ّ‬ ‫مل أكلة‬

‫أهل البيت‬

‫شغل بيت‬

‫زود‬ ‫ّ‬

‫نورتونا‬ ‫ّ‬

‫تروقت؟‬ ‫ّ‬

‫أصلي‬

‫من الضيعة‬

‫من شمالها لجنوبها‬

‫أستزة‬

‫طازة‬

‫لبناني اصلي‬

‫بشيل‬

‫زمان عنكم‬

‫أكالتنا‬

‫خوش بوش‬

‫تشرفنا‬

‫بنبيض الوش‬ ‫ّ‬

‫خسا الجوع‬

‫بالهنا والشفا‬

‫البيت بيتك‬

‫صحتين‬

‫سفرة‬

‫أهال وسهال‬

‫غداكم عنا‬

‫تكرم‬


“His red fez, big mustache and big black eyes are so unique, as if it’s a trademark. Always neat and slick. You could tell it’s Bou Massoud from a distance. He asked me how he looked every morning before leaving the house” Um Massoud

The Logo


The Sub-logos Named and illustrated after our ultimate muse and keep the legacy alive, El’Am Bou Massoud is the logo and it’s dynamic and as diverse and specialized. It is the place that will take you in a journey through the history of love for Lebanese food. Bringing you the passion, authenticity and generosity behind Lebanese cuisine. Color coded and segmented per offering. The sub logos are to highlight the different products and to emphasize on the “Specialization” of the brand.


Key Logo

“It’s great to see the face behind the name” The main logo, of course, is the portrait of Bou Massoud. This brand mark is a representation of the culture as well as the personality of the brand. Mixing organic shapes with the nostalgia and the Lebanese culture.


Safe Zone In all cases, there is a protection zone around the logo. No text, rules, pictures, trim or folds should come into this space. In this guidebook it’s referred to as X.


Safe Zone The safe zone is a box surrounding the logo, the width of the safe zone is the exact same size as the right eye “O�.


Logo Rules Size This formula is to be used to determine the logo size based on the size of the artwork: •The longest side (width or height) / 10 = Logo width Note1: If the logo was too small for the artwork you can make it bigger by adding half width’s logo size. EX: A4 Size: Height / 29.7 :10 cm / 2.97 = 10 cm Logo width: 2.1 cm (if it too small, add half width’s logo size) New Logo width size: 4.455 = 1.485+2.97 cm


Logo Minimum Size The logo may be used as large as necessary, but may not be used smaller than the sizes stated here.

Minimum Logo Size: 1.5 Width

Minimum Size for the online: 40px Width


The Logo in Different languages For branching in new markets, the logo can be adapted to different languages as long as the same feel and ratio of the typeface is considered.


Sub-logo in Different languages Sub Brand In Russian Example


Graphic Elements


The Main Bou Massoud Illustration The face, the pomegranates and the bird are the hero graphic elements of the brand.


Bou Massoud The Bakery “It’s harvest season” Reflecting on the landscape, ingredients and the country side. The bakery graphic elements use color coding as well as a popping color of the sun.


Bou Massoud The Cafe “It’s all about the good beans and the right roast” The graphics of the cafe reflect traditions as well as a homey feel


Bou Massoud The Shawarma “Make sure the oven is in the right heat to give the meat the best treat� The Shawrma graphics show the perfect shawarma setup, highlighting the fire.


Bou Massoud The Fisherman “I can’t imagine living without the sea, this is one of the true blessings of Lebanon” The fish graphics show the perfect fish meal, highlighting the fish. It’s a good meal if you had a good catch, he always said.


Bou Massoud The Butchery “Red meat shows the freshness” The meat slice is the hero and the setup shows the details.


Bou Massoud The Kitchen “In my kitchen, everything is homegrown and fresh� Kitchen is where the magic happens and the right ingredients and tools are the secret.


Bou Massoud The Souq “The souq is my favorite place, it’s where I find my inspiration” Fresh products, the mix of items and the outdoors are reflected in this graphic.


Bou Massoud The Fawal “Breakfast is the most important meal of the day” The right beans kick start the right mood of the day.


“We’re surrounded by beauty. Use it. As they say, you feed the eye before feeding the mouth” Bou Massoud


Color

Palette


Main Brand Color The main color of the brand comes from the color of pomegranate, the color of Bou Massoud’s fez. Burgundy is very present in Lebanese culture.

Burgundy Pantone 187C CMYK 0, 100, 75, 40 RGB 000, 000, 000 HEX #8a0e33


Sub-Logos Color

Fiery Orange Pantone 716 C CMYK 0, 60, 100, 0 RGB 239, 125, 0 HEX #EF7D00

Pistachio Green Pantone 367 C CMYK 40, 0, 75, 0 RGB 174, 205, 96 HEX #AECD60

Turquoise

Fiery Brick

Pantone 631 C CMYK 70, 0, 25, 0 RGB 45, 184, 197 HEX 2DB8C5

Pantone 198 C CMYK 0, 80, 55, 0 RGB 234, 81, 91 HEX #EA515A


Warm Grey Pantone Warm Gray 2 C CMYK 11, 15, 20, 15 RGB 206, 195, 184 HEX #CEC3B8

Moka Brown Pantone 7614 C CMYK 40, 50, 55, 10 RGB 158, 124, 107 HEX #9E7C6B

Violet Pantone 7669 C CMYK 70, 65, 0, 0 RGB 101, 97, 169 HEX #6561A9


“I found them on his attic, that’s how it all started. All his recipes are handwritten in a very neat way. Beautiful

typeface handwriting, on clean recycled pages.” Massoud


BW Quinta Pro Light

Bw Quinta Pro-Light The quick brown fox jumps over the lazy dog

Regular

Bw Quinta Pro-Regular The quick brown fox jumps over the lazy dog

Medium

Bw Quinta Pro-Medium The quick brown fox jumps over the lazy dog

Black

Bw Quinta Pro-Black The quick brown fox jumps over the lazy dog

Bw Quinta Pro use This typeface is to be used for headlines and sub headlines in both print and digital.


The Apple does not fall far from the tree.


Archer Light

Archer-Light The quick brown fox jumps over the lazy dog

Book

Archer-Book The quick brown fox jumps over the lazy dog

Medium

Archer-Medium The quick brown fox jumps over the lazy dog

Bold

Archer-Bold The quick brown fox jumps over the lazy dog

Archer use This typeface is to be used for body copy on print as well as digital.


The Apple does not fall far from the tree. We are the offspring of a Lebanese idol, the result of generations carrying the passion of El’Am Bou Massoud. The heritage of authentic Lebanese cuisine, not just the food.


Adilla and Rita REGULAR

Adila And Rita

The quick brown fox jumps over the lazy dog

Adila and Rita This typeface is used for keywords as well as copy-based artworks


Farmto table Food


GE DINAR ONE Light

Light Italic

Medium Medium Italic Bold

GE Dinar One This typeface is used for all Arabic communication with headlines and body copy. Both print and digital.


“Always make sure you present yourself well. Keep things simple and you’ll go a long way” El’Am Bou Massoud

Stationery


ABM - STATIONERY (BUSINESS CARD)

Size: 8.5 cm (w) X 5 cm (h) Logo Size: Minimum Size + Half Width Size (Width: 2.25 cm cm / High: 4.1378 cm Numbers & Address: Bw Quinta Pro - Regular & Bold (7pt) Website: Bw Quinta Pro - Regular (7pt)


ABM - STATIONERY (LETTERHEAD)

Size: A4 Logo Size: Width: 2.97 cm / High: 5.4619 cm Numbers & Address: Bw Quinta Pro - Regular & Bold (7pt)


ABM - STATIONERY (ENVELOPE)

Size: 22 cm (w) X 11 cm (h) Logo Size: Width: 2.2 cm / High: 4.0459 cm Numbers & Address: Bw Quinta Pro - Regular & Bold (7pt)


ABM - STATIONERY (ENVELOPE A4)

Size: 23 cm (w) X 33 cm (h) Logo Size: Width: 3.3 cm / High: 6.0688 cm Numbers & Address: Bw Quinta Pro - Regular & Bold (7pt)


ABM - STATIONERY (FOLDER)

Size: 22.5 cm (w) X 32 cm (h) Logo Size: Width: 3.2 cm / High: 5.8849 cm Numbers & Address: Bw Quinta Pro - Regular & Bold (7pt)


ABM - STATIONERY (ID CARD)

Size: 22.5 cm (w) X 32 cm (h) Logo Size: Minimum Size (Width: 1.5 cm / High: 2.7585 cm Pictures Size: 2 cm (w) X 2.5 cm (h) Employee’s Name: Bw Quinta Pro - Bold (12pt) Title: Bw Quinta Pro - Regular (10pt)


ABM - STATIONERY (CD)

Size: 11.8 cm (r) Logo Size: Minimum Size (Width: 1.5 cm / High: 2.7585 cm Numbers & Address: Bw Quinta Pro - Regular & Bold (7pt)


ABM - STATIONERY (CD COVER)

Size: 14 cm X 14 cm Logo Size: Minimum Size + Half Width Size (Width: 2.25 cm cm / High: 4.1378 cm Numbers & Address: Bw Quinta Pro - Regular & Bold (7pt)


ABM - DINE IN MENU

MENU

Logo Size: Minimum Size (Width: 1.5 cm / High: 2.7585 cm Numbers & Address: Bw Quinta Pro - Regular & Bold (7pt)


ABM - DELIVERY MENU

Size: 11.8 cm (r) Logo Size: Minimum Size (Width: 1.5 cm / High: 2.7585 cm Numbers & Address: Bw Quinta Pro - Regular & Bold (7pt)


First Item First Item

15.00

15.00

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Second Item Second Item

28.00

28.00

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Third Item

!"# .,.=$ 7 Third Item

19.00

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Fourth Item

19.00

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16.00

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Fourth Item

16.00

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Fifth Item

17.00

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UnIFOrm “One of Bou Massoud’s most favorite traditions was cooking a feast, the putting on his best outfit and welcome people, his look was part of the hosting!” Abu Saeed


ABM - UNIFORMS

Lebanon is the perfect example of the past, the present and the future and so is our brand. The uniforms are a mix of modernism paired with the nostalgic feeling graphics.


SERVERS Black Long Apron Embroidery design in 2 colors Checkered shirt


ABM - UNIFORMS

BACK OF THE HOUSE Black Short Apron Embroidery design in 3 colors Checkered shirt


BARTENDERS Long Apron Embroidery design in 2 colors White shirt with logo


Digital “Food is meant for sharing. Make sure you always have more than enough.� Bou Massoud


ABM - WEB PAGE

LOGO White color line on dark photo or Black outline logo on light images Vertical scrooling


“He always wanted to document his creations. To capture moments of the perfect setup” Massoud

PhoTography


Genre: Product, ingredients The Environment: studio Colour palette: matches the brand colors Backgrounds: Natural wood background

The lighting: high key, artificial, flare View: Top Treatment: DoF, retouching, filters, photo manipulation, color over


Genre: Product, plate, dish The Environment: location or studio Colour palette: matches the brand colors Backgrounds: White or Natural wood

The lighting: high key, artificial, flare View: Front, Bar seat eye level Treatment: DoF, retouching, filters, photo manipulation, color over


Genre: Product in action The Environment: location or studio Colour palette: matches the brand colors Backgrounds: Natural wood

The lighting: high key, artificial, flare View: Top Treatment: DoF, retouching, filters, photo manipulation, color over


Genre: Product in action The Environment: location or studio Colour palette: matches the brand colors Backgrounds: Natural wood background Models: Female or male..... no face

The lighting: high key, artificial, flare View: Side or eye level Treatment: DoF, retouching, filters, photo manipulation, color over


“Presentation is everything. Again, the eye feasts before the mouth. Your image is your capital� Bou Massoud


CommUnICAtion


ABM - Communication (Horizontal print)

Logo Size the longest side / 11 = Logo width Artwork Size: Horizontal HEADLINE: Bw Quinta Pro - Medium (UPPERCASE) Subheadlines: Bw Quinta Pro - Medium Body copy: Archer - Light Leading: (Y) Size Kerning: Optical tracking: (0)

note 1: Y = 2/1 X note 2: The size and image with resizing needs to be proportional


ABM - Communication (Vertical print)

Logo Size the longest side / 11 = Logo width Artwork Size: Vertical

HEADLINE: Bw Quinta Pro - Medium (UPPERCASE) Subheadlines: Bw Quinta Pro - Medium Body copy: Archer - Light Leading: (Y) Size Kerning: Optical tracking: (0)

note 1: Y = 2/1 X note 2: The size and image with resizing needs to be proportional


ABM - Communication (Horizontal print)

Logo Size the longest side / 11 = Logo width Artwork Size: Horizontal HEADLINE: Bw Quinta Pro - Medium (UPPERCASE) Subheadlines: Bw Quinta Pro - Medium Body copy: Archer - Light Leading: (Y) Size Kerning: Optical tracking: (0)

note 1: Y = 2/1 X note 2: The size and image with resizing needs to be proportional


ABM - Communication SUB BRAND (Vertical print)

Logo Size the longest side / 11 = Logo width Artwork Size: Vertical

HEADLINE: Bw Quinta Pro - Medium (UPPERCASE) Subheadlines: Bw Quinta Pro - Medium Body copy: Archer - Light Leading: (Y) Size Kerning: Optical tracking: (0)

note 1: Y = 2/1 X note 2: The size and image with resizing needs to be proportional


ABM - Communication (Online Banners)

Logo Minimum width Size: 40 px


ABM - Communication (Online Banners)

Logo Minimum width Size: 40 px note: Y = 1/2 X

Logo Minimum width Size: 40 px note: Y = 1/2 X


“It’s such a happy day when we get those packages of goodies from the village. It’s home in a neat package” Rami - Bou Massoud’s grandson


PAcKAGing


ABM - PACKAGING

LUNCH BOX WRAP Material: Printed on recycle material Print: ONE color Additional: Sticker in 2 colors


ABM - PACKAGING

SMALL BAG WITHOUT HANDLES Material: Printed on recycle material Print: ONE color Additional: Sticker in 2 colors


ABM - PACKAGING

BAG WITH HANDLES Material: Printed on white paper material Print: Full color Additional: Handles


ABM - PACKAGING

CUP HOLDER Material: Printed on recycle material Print: ONE color Additional: Sticker in 2 colors


ABM - PACKAGING

PLASTIC CUTLERY Material: Printed on recycle material Print: ONE color Additional: Sticker in 2 colors


ABM - PACKAGING

COFFEE PAPER CUP Material: Printed on white material Print: ONE color Additional: Hot wrap, printed on recycle paper in 2 colors

COFFEE PAPER CUP Material: Printed on recycle material Print: ONE color Additional: Hot wrap, printed on white paper in 2 colors


ABM - PACKAGING

BURGER BOX Material: Printed on recycle material Print: ONE color Additional: Sticker in 2 colors


ABM - PACKAGING

SANDWICH WRAPPER Material: Printed on recycle material Print: ONE color Additional: Sticker in 2 colors


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