&deli, commissioned SOUL Creative Agency to create a brand for a Mediterranean gastronomic concept in Doha, Qatar that merges a restaurant and deli section. Mediterranean cuisine is renowned for its rich flavors and healthy ingredients, but also for its magical variety in colors, smells and cultures. Their main concept revolves around this fusion of elements. A new brand. A brand new Mediterranean deli philosophy. An extraordinary culinary concept carefully designed to ensure top quality food and unique experiences: &deli. A fusion of cultures & tastes.

The visual language of the brand was inspired by the Mediterranean and its colors, shapes, smells, and moments. Organic shapes, hand-drawn illustrations & writing, and elegant yet bold typography come together to create a brand-new Mediterranean deli philosophy. The use of warm earth tones combined with vibrant & colorful illustrations creates a unique and inviting brand that embodies the essence of the Mediterranean spirit.

The premise of &deli is the main brand touchpoint. We studied the customer's experience inside the venue (restaurant, retail shop, entrance & facade) and how we will transfer the brand consistently to the premise. In collaboration with the architectural team, we provided the creative direction and the creative brief on which the team developed the architectural study of the store.