Leen's®

The rebranding approach focused on creating a distinct identity that encapsulates the essence of Leen's and resonates with its target demographic. The decision to rename the restaurant to "Leen's" stemmed from the desire to personalize the brand, centering it around the owner, Claudio Leenders. The name "Leen's" was chosen for its simplicity, phonetic resonance with the word "lean," and geographical significance as an Arabic female name symbolizing softness and prosperity. Additionally, a new category, "casual-to-gourmet," was established to define Leen's unique dining experience. The logo design incorporated miniature illustrations of palm trees to evoke a sense of oasis and combined soothing green and warm pink tones to convey tenderness and attention to guests. The overlapping letters in the logo subtly revealed the restaurant's name upon closer inspection, adding an element of intrigue.