The client approached our team in 2016 seeking comprehensive assistance in launching the dusitD2 hotel and developing a mid-range all-day dining restaurant brand, Ostro, located in the Barsha Heights suburb. The client aimed to establish an independent brand identity for Ostro that would differentiate it from the parent company and resonate with customers on a deeper level. Given the intensely competitive F&B industry, the client sought to create a compelling story that would create a lasting impression and foster organic growth. The project required our team's support in every aspect of branding, from strategy development and naming to creative expression. Our team collaborated closely with the client to develop a brand from the ground up, creating a unique brand strategy and identity that positioned Ostro as a standout destination for Mediterranean cuisine.
What we did
Brand Strategy / Tone of Voice / Brand Naming / Brand Identity / Brand Guidelines
The brand story proposed by our team was "Urban Escape," which aimed to evoke the feeling of an oasis in the midst of the urban suburb of Barsha Heights. Based on this brand positioning, we began the process of selecting a name for the restaurant, considering numerous options inspired by Mediterranean languages and terms. Ultimately, we selected the name "Ostro," which refers to the warm southerly winds that blow across the Mediterranean Sea and take visitors on a dining retreat away from the busy city life. To accompany the name, our creative team developed a handcrafted brandmark inspired by the idea of footprints in the sand of the Mediterranean Sea, whisked away by wind and leaving a warm, lasting impression. The iconic circle within the brandmark represents the path leading to the Mediterranean oasis. The brand's Look and Feel system was designed to create a clean, uncluttered space with a sense of discovery, utilizing light tones of touchpoints and an understated application of identity. The result was a memorable brand identity that resonated with the target audience and positioned Ostro as a top dining destination in the highly competitive Food & Beverage landscape.
Ostro attracted immediate attention from local media, bloggers, and influencers. Leading magazines like WhatsOn and TimeOut praised the restaurant for perfectly capturing the Mediterranean vibe. Online reviews from regular visitors gave Ostro a five-star rating and it was even nominated for the best dining experience award at the WhatsOn awards. Today, Ostro remains one of the most highly-rated dining retreats in the district and surrounding areas. The brand's strong social media presence engages with the audience and maintains a consistent footprint for the venue.