Creating an explosive dining brand


Almayar Group


Food & Beverage


Dubai – United Arab Emirates

project Type

Brand Development

Al Mayar Investments, a holding company with a diverse portfolio of Food and Beverage concepts including fine dining restaurants, casual cafes, and cloud kitchens, approached Brandteliers to create a new franchise steakhouse dining brand. They sought to rebrand and change the signage of their brand name entirely. The goal was to retain their current loyal customer base while attracting new customers and expanding further. Brandteliers provided Al Mayar Investments with a comprehensive brand strategy and identity, establishing the tone for the Berkan Steakhouse brand and positioning it as the premier destination for premium steaks and Turkish dishes.

What we did

Brand Strategy / Tone of Voice / Brand Naming / Brand Identity / Brand Environments / Signage / Brand Guidelines

The project

Brandteliers employed a step-by-step approach, beginning with extensive research into the brand, conducting workshops with clients, and surveying customers to identify existing brand assets, areas for improvement, and key associations. Utilizing this information, we developed a new brand name (Berkan Steakhouse), brand positioning, customer journey, visual identity, tone of voice, brand personality, and brand environment design. We also created a brand character named Berkan the Bull to increase engagement opportunities. The brand identity included logo design, typography, colour palette, and imagery. Brandteliers collaborated with local printers to develop in-store signage for the store displays' interior and exterior. A comprehensive set of guidelines was created to ensure consistency and continuity throughout all Berkan Steakhouse implementations.

The Results
Berkan Steakhouse successfully rebranded its restaurant concept as a premium steakhouse dining destination, retaining its loyal customer base and expanding further into the market. The new visual identity created by Brandteliers fostered an emotional connection with existing and new customers. The media and audience warmly received the launch of Berkan Steakhouse, resulting in the brand's successful establishment. This has helped maintain and enhance the restaurant's 5-star ratings on TripAdvisor, thanks to positive feedback from online reviewers and in-person customers. The success of the new visual identity demonstrates how rebranding can increase retail sales and open new business opportunities. For instance, the client has launched Flying Bull, a customised catering service provided by Berkan Steakhouse, ready to serve events and backyards throughout the UAE.

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