Conceptual Directions April 2012

The purpose of this document is to introduce Sofra, the Lebanesecuisine to the UAE market through establishing different conceptualdirections to support and publicize the modern yet practical feel andlook of the restaurant.

The document will go through the initial concept work for the mainbrand identity, signage, menu and the overall theme. As well as thefinal design for the corporate identity and other materials.

Lebanon is a country that combines two striking differences togetherwith elegance and uniqueness; a rich cultural past combined with avant-garde style and attitude. Sofra provides consumers with an infusion of

Lebanese culinary delicacies and an unrivalled dining experience.

The Ultra-Modern Sofra brings comfort to every dining table whilemaintaining the rich Lebanese dining experience. Contemporary modern& chic, Sofra’s crisp clean lines, cool colors, sleek interior are a stark

contrast to the clichéd ethnic Lebanese restaurants abound in Dubai.

• A small garden dotted with a fewChristmas Trees, reminiscent of theLebanese Erz tree.

• A wall-based water fountain in theoutdoor dining area, water tricklesdown the wall and pours down into azigzag-shaped tunnel that borders theoutdoors dining area.

• The greenery and sound of watertrickling down is reminiscent of theLebanese countryside.

• Outdoor area separated from indoorsarea by an authentic crisp glassseparator.

• Appetizers and main courses will beserved in traditional clay pots and/orchinaware – to stay true to the Lebanesecuisine experience.

• European-style utensils and silverware.

• European-style utensil setup.

• The goal with super-sleek décor is to keep things very simple.

• Sleek, long and slender vases dot the bathroom on shelves placedrandomly.

• A large black and white picture will be mounted one of the walls-with a pop of color (Red).

• To add a hint of ethnic soul to the atmosphere, the pictureshould be of something that is a trademark of Lebanon, suchas a black and white scene of a red telefrique amid thebeautiful snowy mountains.

• Soft and subtle calming music will be playing in thebackground for a soothing effect that compliments themonochromatic scheme.

• Indoors, tables will be aligned to thewalls on each side. A round carpetunder each table.

• White tables and chairs with a moderntwist on the retro model – wooden legsto match wooden floors.

• In one corner, a round-shaped openbar, made of bricks painted white servesthe appetizers, salads and drinks.

• Waiters will wear a immaculate whiteoutfits, with a white apron wrapped around thewaist (No facial hair, simple clean look)

• Waiters taking orders will wear the sameuniform plus a green “tarbush” as a playful signto distinguish them

• Restaurant manager will wear a tuxedo

• Black and white marble in the outdoor area to give a sense ofspace.

• Hard wooden floors indoors, to give a sense of warmth againstthe sleek monochromatic scheme.

Sofra will be a sublime expression of

Lebanon’s unique blend of the ancient and

modern realms, where traditional cuisine is

harnessed by modern style, appealing to an

exclusive client base where guests seeking a

casual, hip and upbeat venue can enjoy an

exquisite culinary visit.

Authentic Heritage Offering a classic sense of belonging to Lebaneseculture and a warm family environment, Sofra is the ultimate

reminiscence of home, comfort and a friendly gathering.

• Wide entrance with a glass doorbranded with logo tiles.

• Floral decorations at the base ofthe walls surrounding theentrance.

• Appetizers will be served in traditional ovalplates made of brass or chinaware.

• Main courses will be served in pots soguests could pour adequate amounts andkeep the remaining intact.

• Silverware and utensils to be traditionally-decorated. European-style utensils are to beavoided.

• The utensil setup will be retro: one fork, onespoon and one knife.

• Traditional brass accessories will be placedon tables: ashtrays, statuettes, etc…

• Candle-lit centerpieces will be placed onevery table

• Bathroom lighting will be candescent; noneon lights.

• Music will be played inside the bathroomthrough hidden speakers with audio effectsset to “echo”.

• The bathroom decoration will be oriental.

• Hand-made mirrors will be placed inside the bathroom with intricateArabian designs.

• Two bathroom attendants will be placed inside the bathrooms to pourfragrant water so guests could wash their hands. Modern faucets willnot be installed to portray a sense of retrospect.

• Special designed round tables will be set up close to each other using minimal separation toportray a sense of a long family dining table.

• Waiters will be dressed in traditionalLebanese attire.

• All waiters will wear the same uniform.

• Chefs will wear their regular attire.

• Restaurant managers will wear a moreelaborately design traditional Lebanese dress.

• Floors will be layered with classic wooden tiles “parquet”.

• The restaurant should be two-levels with different wooden tilecolors for each level.

• A small, traditionally-designed fountain can be placed in themiddle of the restaurant.

• Walls will be composed of red bricks to contain the old retro look.

Clinging to every part of the rich Lebanese

Heritage and tying it up with a friendly family

atmosphere; Sofra restaurant will be

decorated with lutes, oriental

designs, Arabesque patterns and traditional

geometric decorations.

Brown Table Cloth branded with Sofra logo in the corners.

The Table stand tent will be printed/engraved on both

sides. Side will display the table number while the

other side with Sofra Logo.

Branded Take away Bag

Table Napkin

Close up of proposed Copper signage

Close up of proposed Plixy signage

Menu Cover

Menu inside content

Business Cards

Letterhead

Envelope

Ad 1

Green Table Cloth branded with the logo in the corners.

The Table stand tent will be printed/engraved on both

sides. Side will display the table number while the

other side with the Logo.

Branded Take away Bag

Table Napkin

Close up of proposed Copper signage

Close up of proposed Plixy signage

Menu Cover

Menu inside content

Business Cards

Letterhead

Envelope

Ad 2

END

Questions?