ABULSIM
Industry
Restaurant & Food Service
Service
Visual Identity Redesigning
Year
2025
ABOUT ABULSIM
Abulsim is a Lebanese sandwicherie built on good food, good value, and a friendly neighborhood spirit. It targets students, young groups, and late night crowds looking for a quick, clean, and satisfying bite. The brand is a mix of traditional Lebanese comfort and a retro, slightly funky attitude. Abulsim is a character in itself. Warm, a bit humorous, and deeply rooted in Lebanese culture.
THE CHALLENGE
The brand lacked cohesion and personality.
There was a strong disconnect between the brand identity and how Abulsim appeared in the market. The original branding consisted of a simple logo, many unrelated colors taken from the Lebanese flag, basic typography, and no brand assets. The brand lacked personality, cohesion, and a story. Nothing connected or supported the experience of a Lebanese sandwicherie with character. The visual identity did not reflect the energy, humor, or cultural depth of the concept.
The brand also had no persona. There was no anchor for communication, no recognizable tone, and no visual consistency. The result was a brand that looked generic and easy to forget. Abul Sim needed a complete restructuring to capture its essence.
OUR APPROACH
We created Abulsim, the persona.
We started by creating a strong persona for Abulsim. This character became the core of the brand. We reduced the color palette to four tones. Olive green, beige, brick, and yellow. These colors reference the Lebanese flag in a subtle way while adding a retro funk attitude that fits the brand’s playful spirit.
We built a full story around Abulsim. A story rooted in Lebanese culture and family memories. We brought in traditional patterns like backgammon textures and visual motifs common in old Lebanese cafés. Alongside these, we created modern patterns inspired by Abulsim’s mom’s kitchen to bring warmth and familiarity. This mix of old and new created a recognizable identity that feels nostalgic yet current.
We then developed a complete visual system. A balanced set of patterns, illustrations, and layouts that all reflect the Lebanese street food culture with a modern twist. The typography is bold and friendly. The tone is humorous and approachable. Every element now feels connected and tells the same story.
OLD BRANDING
NEW BRANDING
