JANA
Brand Strategy & Identity for a Lebanese Saj & Mezze Food Concept
Blackink developed the brand strategy, naming, and identity for Jana, a Lebanese saj and mezze food concept designed to bring rustic village cuisine to global, health-conscious audiences.
INDUSTRY
Food & Beverage (Lebanese)
LOCATION
Europe
ENGAGEMENT
Brand Strategy & Identity
Spreading Mediterranean culture around the world, one bite at a time.
Jana brings the rustic cuisine of Lebanese villages, reminiscent of grandma's kitchen, to cosmopolitan millennials seeking a natural, wholesome meal on the go. By wrapping Fair-Trade farm products in traditional Saj bread, Jana reinvents the wrap as a healthy alternative while supporting farming communities.
Blackink was engaged to lead the full brand strategy and design.
Scope of Work
The overseas launch posed the challenge of a concept that could be lost in translation across cultures. Our work focused on research and brand strategy, naming and narrative, and a full identity able to compete and adapt across regions and cultural contexts.
Research & Brand Strategy
Brand Naming & Narrative
Visual Identity Design
Packaging & Collaterals
Environmental Branding & Outlet Design
Communication Concept
Brand Guidelines
The Brand Name_
JANA, is an Arabic Noun/Verb that offers more than one meaning:
As a Noun, it means:
• “All what is picked, or harvested from a tree or earth”
As a Verb, it means:
• “Picking the fruits of what has been planted”;
• “Reaping the fruit of one’s labor”;
• It also means: to “Earn”, “Reward”, and “Harvest”.
Our Brand Name therefore, celebrates all farmers’ wonderful undertaking to harvest from Nature the finest “JANA” of their labor, to the benefit of our consumers.
Sourced from Nature, Flavored by Culture.
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OUR VISION
To be the world ambassador of Lebanon’s food tradition for making and sharing authentic SAJ & MEZZE, and to manifest the generosity and culture of Lebanon’s healthy and natural food heritage.
OUR MISSION
T
o recreate the Mediterranean experience around the world, bringing rustic Lebanese village cuisine from grandma’s kitchen to cosmopolitan millennials who want a natural and healthy meal on the go.
By wrapping Fair-Trade farm products with traditional Saj bread, JANA reinterprets the popularly convenient wrap concept into a healthy, natural alternative while also promoting and creating jobs within the farming community.
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BRAND STRATEGY
Winning brands are comparable to people.
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So we give them a set of human attributes and characteristics so people can associate with the brand, giving it a unique personality and recognition in the market and in the minds of the consumers.
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BRAND PERSONALITY
HOSPITABLE
We are innately convivial, welcoming, warm and accommodating, making people feel homey, satisfied and happy.
GENEROUS
Our healthy food offering is the carrier of our inherent generosity and unites people through its spread and diversity.
SHARING
Our food heritage and practices are transmitted over generations, a legacy we passionately and readily share with the world.
FESTIVE
We celebrate Nature everyday, and invite people to celebrate it too, by discovering our food traditions, culture and farmers
Launching a new Restaurant?
Branding extends far beyond the walls of your project & leaves an impact long after your guests leave.