Not all charcoal chicken is made equal.
Charcoal is El Jannah’s obsession but they needed stronger, ownable brand assets and a distinctive tone of voice that engaged across a range of cultures and demographics to grow outside of their core customer base.
By bringing the El Jannah story to life we gave both current and future customers an emotional connection and reason to believe in the brand.
Following a brand and category audit of the QSR and chicken spaces, we took a deep dive into all things Lebanese to create multiple design and language territories.
We redrew the logo to give it an uplift whilst retaining the handwritten style and created a lock up device to ensure optimum legibility of the logo and tagline.
We also retained the brand green to help existing customers recognise El Jannah following the rebrand.
Charcoal is the central idea of the new El Jannah brand – their obsession with charcoal; their craft and expertise in using it; and the unmistakable flavour it brings.
This idea was brought to life using illustrations drawn with charcoal and images constructed out of charcoal pieces for something truly unique.
“The El Jannah brand refresh led by The Creative Method, along with the founders and management, resulted in a transformation of the customer experience, and stellar results.”
Brett Houldin, El Jannah, CEO
“The El Jannah brand is expanding across Australia and with the benefits from the new brand assets and positioning, it’s allowing more customers to come and try the amazing products and return more often.”
Brett Houldin, El Jannah, CEO
El Jannah
What does paradise taste like?
First, you have to visit the Garden of Eden. That’s where El Jannah’s founder, Andre, believes he was born.
Raised in a small village in Lebanon, everything he and his family needed came from the land, with every dish cooked over an open wood fire – from birds caught that day to the flat bread his mother made.
The challenge was to strengthen and grow the El Jannah brand into the national leader in the QSR Charcoal Chicken space but also retain the brand’s authentic, family feel.
Client
El Jannah
Our Work
Brand Strategy
Visual and Verbal Brand Identity
Logo Design
Copywriting
Packaging
Signage and Wayfinding
Environmental Graphics
Menu Design
Photography
Point of Sale