DEEK DUKE ILLUSTRATION by Fitch for CHICKEN REPUBLIC

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DEEK DUKE ILLUSTRATION

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market Qatar
Agency Fitch
Released April 2010

Credits & Description

Category: Illustration
Advertiser: CHICKEN REPUBLIC
Product/Service: RESTAURANT
Agency: FITCH
Date of First Appearance: Apr 25 2010
Entrant Company: FITCH, Doha, QATAR
Design Director: Anis Bengiuma (FITCH)
Senior Designer: Jimmy Kmeid (FITCH)
Media placement: Illustration - Restaurant- dine in - 25th of April

Describe the brief from the client
To create a regional casual dining franchise known for a unique chicken-based menu, with quality products and a desirable environment. An environment that reflects and celebrates the eclectic Lebanese culture is the casual dining destination of choice, with clever and inspiring offerings.

To be a successful regional casual dining franchise known for its unique menu, quality products and desirable venue environment that is evolving, entertaining and diverse.

Describe the challenges and key objectives
In a sprawling, culturally diverse city like Beirut, where you can hear four different languages spoken on any street, your brand must really stand out to get noticed. We found that interactive and customisable brands were the most exciting to Lebanese customers, rather than the one-stop-shop brands that seem to be cropping up everywhere, trying to please everyone at once.

Profiling customers from the ages of 16 and upwards and taking into consideration their desires and needs, and accordingly develop focused brand directions for the restaurant.

Describe how you arrived at the final design
With “Deek Duke,” a free-spirited fictitious character who shares quotes, doodles and sayings about Lebanese history, customers are engaged to share their own creativity, incorporating themselves into the brand.

The solution successfully captures the spirit and vision of the brand with an original concept that celebrates the highlights of the eclectic Lebanese culture combined with great experience and food. Deek Duke is a brand that is true to itself. It could move to the future while being loyal to its past, creating a unique, warm, personalised atmosphere, encouraging the customer to interact with the environment.

Give some indication of how successful the outcome was in the market
The opening of new outlets reflects the success of the brand, and how Deek Duke expectations are a new trajectory of growth as they introduce the regional franchise.