The Lebanese Concept Bakery setting ground in Beirut
When -scope Ateliers was approached to develop the brand concept for a Lebanese bakery specializing in mouajjanet, they knew they had to create something special. The result was ‘Al Mouajjanati’, a brand that captures the essence of Levantine bakery making. With generous servings, a wide range of products, and a varied choice of flavors, Al Mouajjanati quickly became a reference.
Located in the bustling district of Hamra, the flagship space bridges heritage and present-day Beirut.
The brand’s urban aesthetic takes inspiration from both the art of Arabic calligraphy and the modern approach of calligraphity. House style illustrations and graphics adorn everything from in-store visuals to packaging, creating a cohesive and eye-catching visual language that perfectly complements the delicious treats on offer.
The main challenge was to modernize a highly familiar Lebanese product without disconnecting it from its cultural roots, creating a strong urban presence that feels both authentic and accessible, traditional yet unmistakably contemporary.
Scope of work
