Case Study:
Melbourne boasts a rich foodie culture, with Coles and Woolworths dominating the mainstream retail landscape.In this highly competitive marketplace, our challenge was to re-engage people with the brand. To achieve this, we needed to focus on what consumers truly desire: authenticity, real food, and a genuine food experience.

More specifically, we aimed to highlight what makes the brand unique: a true destination, a food paradise. This has been proudly cultivated by three generations of the Makool family, who carry a deep Lebanese tradition of sharing and a love for food.

This essence was brought to life through an infinitely modular visual identity. Each consumer touchpoint is assigned a unique color and pattern, such as sophisticated golds for core ranges and vibrant pattern illustrations for routes and cafes.

The result is a playful, dynamic, and engaging identity. It's anchored with a contemporized Middle Eastern design element and the tagline "Your Food Paradise."

Since the rebrand, sales have surged by over 40%, and Oasis has expanded to three additional locations.