The Chase is a landmark known to Sassine Square in Beirut for the past 30 years. Originally, The Chase was a family-owned business and served as a neighborhood bistro, known for its good food and special dishes and for its lure for journalists, artists and intellectuals. Over the years, more coffee shops and restaurants began to appear in the area, and recently international coffee franchises have been competing with The Chase and with one another. Furthermore, the family sold the business to other entrepreneurs. The Chase eventually faded into the scenery, and became a hangout for older generations. At Kite, we were approached to bring The Chase back to life and back to competition. After a strategy that audited the competitors and identified The Chase's strengths and weaknesses, we sought to re-launch it as a space that maintained its current audience but that also invited a new, younger audience. The new positioning was a space that invited people who are tired of putting on a show to be themselves, whether they wanted to have a tasty meal, a cup of coffee, work on their laptop or read a book. And that's how we came up with the line, "A space of your own."
The new identity is mainly typographic contains a lot of dialogue and engagement with customers that invites them to think of the details of the present moment without being overpowering. Every item in the identity speaks to the customer. It reminds the customer of its function, and draws the customer's attention to a certain detail in the moment that the customer is interacting with this item. For example, the placemat has a function of defining a person's place on the table. However, at The Chase, the placemat also asks the customer to appreciate her or his place on the table by noticing the details her or his place allows her or him to see.
Branding agency: Kite Creative
Art direction: Maya Saikali
Strategy: Monica Karam
Design: Nayla Yehia