Almayass | Brand Identity & Digital Guidebook by AuroraBarealisse

Brand Identity & Digital Guidebook Version 01. July 2018

Introduction This Guidebook aims to provide a consistent framework for the Almayass brand communication via on and offline platforms. Keeping brand elements consistent both on and offline brings us one step closer to the vision of strengthening Almayass presence across the world. Consider this document to be your guide and inspiration source. Careful and thorough review of this Guidebook should answer most questions that typically arise when creating and producing work. Almayass brand artworks are included with this guidebook on a CD/USB stick

Logo ■ Brand Mark ■ Tagline ■ Motto ■ Art Elements ■ Typography

■

Corporate Stationary ■ Online Items ■ On-Property Items ■ Packaging and Delivery Items ■ Print Collateral ■ Social Media ■

All creative materials, such as event forms, advertising materials, postcards, must be submitted for approval by franchisor via marketing@almayass.com. Please allow up to seven working days for all approvals, 24 to 48 hours for urgent matters. WEBSITE Almayass has one official website for the entire Almayass network and the locations are differentiated by page extensions. Do Not Create a website for Almayass or your outlet. To learn more about Almayass philosophy and training manual, please refer to Almayass manuals provided separately.

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Contents I. Brand Identity 1.0 Brand Introduction 1.1 Almayass Story 1.2 Almayass Brand Positioning 1.3 Our Philosophy 1.4 Our Target 1.5 Brand Voice 2.0 Logo 2.1 Almayass Logo 2.2 Logo Usage 2.3 Logo Space & Size 2.4 Logo Positioning 2.5 Business Partner Logos | Co-Marketing 2.6 Incorrect Logo Usage

4 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

3.0 Brand Mark 3.1 Brand Mark Usage 3.2 Incorrect Brand Mark Usage 4.0 Tagline 5.0 Motto 6.0 Colors 6.1 Color Palette 6.2 Color Balance 6.3 Color Reverse 7.0 Typography 8.0 Art Elements

Contents II. Restaurant Corporate Identity 9.0 Corporate Stationery 9.1 Business Card 9.2 Letterhead 9.3 Envelope 9.4 Folder 9.5 Notepad 9.6 Pen 10.0 Online 10.1 Email Signature 10.2 Power Point Presentation 10.3 Desktop Screen 10.4 USB Stick 11.0 On-Property 11.1 Menu 11.2 Event Form 11.3 Order Taking Notepad 11.4 Cash Folder 11.5 Staff Uniform 12.0 External Signage

13.0 Packaging & Delivery Items 13.1 Delivery Bag 13.2 Paper Bag 13.3 Delivery Misc 13.4 Delivery Items Sleeves 13.5 Take-Away Items 14.0 Print Collateral 14.1 Invitation 14.2 Posters & Print Ads 14.3 Lightbox

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Contents

III. Digital Identity 15.0 Social Media 15.1 Social Media Operation 15.2 Verbal Style 15.3 Photography Style 15.4 Naming The Profile 15.5 Profile & Timeline Pictures 15.6 Cover Photo/Header 15.7 Hashtags 15.8 Profile Information 15.9 Templates

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Brand Identity

Almayass Story A Glance of Origins There is a unique kind of connection to a person’s origins — a deep emotional bond of the soul to homeland, family memories and centuries-old traditions. Chant Alexandrian, of Armenian descent, always had that feeling of connection. Being inspired by the urge of maintaining old and authentic dining experiences, which had been carefully transmitted down his family through generations, Mr. Alexandrian envisioned replicating this experience in Beirut and elsewhere in the world. The story of Almayass began in 1996, when the Alexandrian family decided to introduce their Lebanese à l’arménienne home recipes and certain Armenian specialties to food lovers in Beirut. The concept of Mediterranean cuisine, as one of the oldest and most versatile one can ever come across, was being interpreted differently. Mr. Alexandrian managed to perfectly blend the two ‘branches’ of the Mediterranean cuisine – Lebanese and Armenian – with unique and memorable ability. The restaurant in short, is an embodiment of centuries-old culinary heritage and Alexandrian’s family Armenian roots — from the exotic spices that they have intermingled with the Lebanese cuisine, to the vivid colors and decorative fixtures that they have delicately decorated the interior of the restaurant with. Today, any guest visiting Almayass will find our tastes to be familiar yet traditional. The very notion of Almayass, reminiscing the sound of an ‘Al-Mays’ mountain tree gusting through a delicate Mediterranean breeze, embodies the home-like atmosphere of Almayass, where our guests will experience a culinary journey leaving them with heart-warming memories.

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Almayass Brand Positioning Connection to Origins

Brand Essence Brand Personality

Brand Values Emotional & Functional benefits

Brand Attributes/Features

Generation-old recipes embodied into fine dining experience Honest, bold, generous, caring, heart-warming Committed to quality, discovering, authentic Memorable culinary journey, individual care, high-level guest service Exotic and delicious food, traditional, Armenian & Lebanese recipes, home-like atmosphere, rich heritage

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Our Philosophy Almayass is built around a family of like-minded individuals with a love of premium cuisine and a distinct attention to high-level guest service and satisfaction. We believe teamwork is vital as it heightens restaurant quality, staff morale which in turn results in impeccable service. Our service is designed to be fast and efficient, but not at the expense of quality in preparation. We love to transmit our passion for excellence in food! Our aim is to have people worldwide experience unique Lebanese-Armenian fusion cuisine.

Almayass Motto

We have a passion for food which has inspired us to create an extended menu of deluxe Lebanese and Armenian food delights.

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Our Target The Discovering Class Almayass customers are open to new experiences in a fast moving world, yet they have a deep appreciation of traditions. Wherever travelling to new places or staying connected to beloved spots, they seek aesthetic pleasures, sensorial discoveries and distinguishing cultural blends. Their definition of â&#x20AC;&#x2DC;quality of lifeâ&#x20AC;&#x2122; is setting a balance between dynamic outer world, personal passions and family-driven values.

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Brand Voice Translating Almayass values for brand voice:

Committed to Quality ■ ■ ■

Distinct attention to details Finest service and individual care to each Guest Adaptability to new environments while maintaining the core sense

Discovering ■ ■ ■

A passion for new culinary experiences Intellectual curiosity Enthusiastic about future

Authentic ■ ■ ■

Engaging and natural Loyal to origins Conveying multiple layers of centuries-old culinary and cultural heritage

Keywords: Imaginative, Flavorful, Picturesque, Home-Like and Heart-warming, Caring, Welcoming, Generous, Devoted, Multi-layered, Rich heritage.

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Almayass Logo The new logo is a modernization that transmits our outlook to Almayass brand development. Clear and elegant, it conveys the hospitality style we aim to establish across our network.

The original script has been refined, with letters being positioned on a straight line, same as Almayass strives to stand on a solid ground. The original square box has been omitted, allowing more space and openness to the new logo. The brand mark (Almayass leaf) shape has been given more elegant touch and plasticity. It is specified at upper right corner for English version, pointed towards up growing axis. The name is officially registered as â&#x20AC;&#x153;Almayassâ&#x20AC;? for all locations. No other alterations may apply both online and in print.

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Logo Usage English is the primary version for Almayass logo. Local language adaptations may apply:

English

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Arabic

Armenian

Logo Usage In cases when Almayass logo shall be used in 2 languages use horizontal or vertical logo lockup, where the minimum distance between the two writings shall be equal to A. No other alterations may apply.

Vertical Lockup

Horizontal Lockup

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Logo Usage Almayass logo can also be used by adding “Lebanese - Armenian Cuisine” for English only version. In Arabic “Lebanese - Armenian Restaurant” descriptory line is used.

X Lebanese - Armenian Cuisine = X

No other alterations may apply.

Armenian - Lebanese Cuisine

Armenian - Lebanese Food

Note: for Restaurant only.

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Logo Space & Size The complete logo is based on a 5:9 aspect ratio for the English version. ■ Never deviate from these proportions and never attempt to recreate the logo yourself. ■

■

White space also surrounds the actual imagery within the logo, which is equal to A - the brand mark leaf height. A pixel blank border must be maintained around the imagery.

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Logo Space & Size The prefered way to use the Almayass logo is:

■ ■

■

Keeping clear space around the logo. Scaling brand mark (the leaf) proportionally with the logo at all times. Always respecting the clear space and keeping it free of any marking. Maintaining the clear space around the signature (brand mark and logo) to protect it from distracting graphics.

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Minimum size 110px 53px 42px 25px

Logo Positioning A certain flexibility is allowed in the placement of Almayass logo. Primarily it should be left aligned. The main objective is to create a balanced layout that feels clear and modern. In most of the cases, Almayass logo shall be considered as a â&#x20AC;&#x153;signatureâ&#x20AC;? mark on any visual material we produce. Central placement of the logo has a limited use. It is applied for cases where left-alignment of the logo is difficult because the layout is too narrow or small.

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Business Partner Logos | Co-Marketing

Almayass defines two versions for Business Partners’ logo use. Equal partnership: Two/multiple corporate logos indicate equal involvement by participants. The logos are displayed in equal size and placement. Both logos should be the same visual size. ■ Consider logos’ safe space. Two logos shall be separated by “A” distance as shown on the example. ■ Refer to pages 20-21 to avoid Almayass logo use violations. ■

A A

Business Partner Logo

A Horizontal lock up

A A

Business Partner Logo

Vertical lock up

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Business Partner Logos | Co-Marketing

Almayass defines two versions for Business Partners’ logo use. Owner-Led: Multiple corporate logos are present, but one party is dominating. A short phrase accompanies the dominating logo to define the role it plays. The dominant logo is always on top or left (right for Arab speaking countries), the subordinate logo is on bottom or right (left for Arab speaking countries). ■ Refer to pages 20-21 to avoid Almayass logo use violations. ■ All logos shall be the same visual size, centered and equally placed along the vertical and horizontal axes. ■

A A

Business Partner Logo

Note: prior written permission is required anytime Almayass logo is placed with third-party company logos.

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Incorrect Logo Usage Inconsistent use of our logo detracts from our brand equity and recognition. Altering or recreating our logo in any way negates the consistency we strive to achieve.

Incorrect Spelling Do not use other variations of spelling except officially registered ones. For example, AlMayass, Al Mayass, Al-mayass.

Incorrect Background Do not position the logo on other elements, shapes, textures or patterns and color backgrounds.

Additional Shadows Do not add any shadows to the logotype.

Incorrect Placement Do not stretch or rotate the logo. The logo may only be positioned on a horizontal axis.

Incorrect Font Do not redraw or use another font to create Almayass logo.

Incorrect Signature Almayass signature is the structured relationship between logotype and brandmark. Never use the logo without brand mark.

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Incorrect Logo Usage

Incorrect Resolution Do not change the vector fileâ&#x20AC;&#x2122;s resolution. Logo can not be accepted pixelated.

Incorrect Proportions Do not change the brand mark and script size proportions.

Incorrect Shape Do not use the logotype framed in other shapes.

Incorrect Logo Do not place the text in any other position.

Incorrect Color Do not reproduce the logo in an unapproved color.

Reversed Color Do not use color reversed version.

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Brand Mark Usage

The Almayass leaf is unique to the brand. It has the same color as the original logo.

3.5x 4x

The brand mark is based on a 3.5:4 aspect ratio. â&#x2013; Never deviate from these proportions and never attempt to recreate the brand mark yourself. â&#x2013;

The brand mark can appear separately in digital media communication enhancing the brand distinction. Always place the brand mark into square shape centrified proportionally.

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Incorrect Brand Mark Usage Do not rotate, stretch or alter the brand mark in any way.

Do not create patterns with the leaf.

Do not add any shadows or additional strokes to the brand mark.

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Tagline The Almayass tagline is mainly used on print collateral. The tagline shall be used with the brand mark only. Other alterations can not be applied.

...when the hanging leaves dance to the rhythm of delicate breeze.

Font Type: Proxima Nova Regular Italic Color Options Antique Gold R: 176 G: 141 C: 30 M: 40 PMS: 8640 C

B: 56 Y: 100

K: 6

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White R: 255 G: 255 B: 255 C: 0 M: 0 Y: 0 K: 0 PMS Solid Coated White 1-1 C

Black R: 0 G: 0 B: 0 C: 60 M: 40 Y: 40 K: 100 PMS Solid Coated Black C

Motto The Almayass motto is mainly used in corporate items (business card and menu), at the reception area, in advertising materials and digital media communication.

Font Type: Dakota Color Options Antique Gold R: 176 G: 141 C: 30 M: 40 PMS: 8640 C

B: 56 Y: 100

K: 6

White R: 255 G: 255 B: 255 C: 0 M: 0 Y: 0 K: 0 PMS Solid Coated White 1-1 C

Black R: 0 G: 0 B: 0 C: 60 M: 40 Y: 40 K: 100 PMS Solid Coated Black C

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Motto Motto usage

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Color Palette Primary Colors Antique Gold, Black and White are Almayass brand primary colors. They are used mainly in all external communication materials and print collateral. For consistency it is essential that colors are reproduced as accurately as possible. Care must be taken in selecting the correct color reference for different applications. It is strictly prohibited to apply different color shades. Color 10% deviation may apply only.

COLOR PMS C M Y K R G B WEB Antique Gold 8640 C 30 40 100 6 176 141 56 #B08D2E Black Black C 91 79 62 97 0 0 0 #000000 White Solid Coated 0 0 0 0 255 255 255 #ffffff White 1-1 C

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Color Palette Secondary Colors Rich Burgundy and Cobalt Blue are Almayass brand secondary colors. Almayass outlets use the same primary colors, but augmented with secondary colors. They are used for interior dĂŠcor elements only. These secondary colors cannot be used for Almayass logo.

Grays can be adjusted by incerements of 10% 90%

80%

70%

60%

50%

40%

30%

20%

COLOR PMS C M Y K R G B WEB Rich Burgundy 207 C 26 100 70 19 158 5 59 #9D053B Cobalt Blue 2728 C 90 68 0 0 42 86 163 #2C55A2

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Color Balance When creating visual materials, consider the given color balance. White appears as a dominant color for layout design. It creates an airy and clean presence, allowing Almayass logo, art elements and text or messaging sections to be highlighted in a proper manner. Antique Gold and Black (with its Grey shades) are used equally. Do not use golden color as a background. With new Brand Identity we lean to more modern, discreet and minimalistic style. Rich Burgundy and Cobalt blue are accent colors. Use them solely for sub-headlines, small highlights (e.g. bullet points) in long body copy, or for Almayass art elements.

40%

20%

10%

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Color Reverse Almayass logo with gold script on white background is used for all locations.

Color Logo reverse version applies to black and white version only.

Black and White

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Typography Primary Typeface

Proxima Nova Proxima Nova is the primary typeface of Almayass brand. It is best intended for use in external communication materials and on print collateral such as menus and business cards. Copy is mainly sentence-case and left-aligned, with auto-kerning set to “auto”.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Typography Secondary Typeface

Gotham The Gotham font family is the secondary typeface of Almayass brand. It transmits a readable and approachable presence. The Gotham is best used for subheads and short body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Typography Headlines Dakota Dakota font family is a creative font, used for menu headlines, announcements and short copy. Copy is title case (the first letter of each word is capitalized), with auto-kerning set to “auto” .

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Yaseer Yaseer font is used for Arabic adaptation of Dakota font. No other alterations may apply.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 37

Typography Body Copy

DejaVu Sans DejaVu Sans font family supports a broad variety of scripts - Latin (including European and African alphabets), Greek, Cyrillic, Armenian, Georgian, thus making it a practical for font for Almayass international outlets. For Almayass brand communication, DejaVu Sans Condensed and DejaVu Sans ExtraLight typefaces are applied for long body copy, such as documents and presentations. Body copy is always sentence-case, left-aligned, with leading set at 1.5x point size.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ԱԲԳԴԵԶԷԸԹԺԻԼԽԾԿՀՁՂՃՄՅՆՇՈՉՊՋՌՍՎՏՐՑՈւՓՔՕՖ աբգդեզէըթժիլխծկհձղճմյնշոչպջռսվտրցուփքևօֆ 1234567890

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Typography System Alternate

Arial In cases where Primary and Secondary typefaces are not available, such as email communication, Arial is the alternative typeface. It shall not by mixed with other system fonts. Copy is always sentence-case, left-aligned, with leading set at 1.5x point size. For headlines, Arial Bold is applied.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Typography Local adaptations

Tanseek Tanseek is the primary typeface used for Arabic copy for Almayass brand. No other alterations may apply.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Art Elements Picturesque elements of Armenian ornamental art are being the ultimate inspiration for creating Almayass art elements. Proposed hand-drawn series of art elements, symbolizing vitality and abundance, transmit the core brand essence of Almayass â&#x20AC;&#x201C; unified around single passion for food, scattering Lebanese-Armenian culinary heritage throughout the world.

Knotted Rosette

Linear Ornament

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Art Elements Art elements should be used with discretion. They should only be Antique Gold, White or Grey (10%20% black) on print collateral and digital media. Rich Burgundy is used occasionally in digital media only.

Floral Rosette

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Circular Ornament

Art Elements Don’ts

Do not change the vector files’ resolution. The visual items can not be accepted pixelated. ■ Do not use other colors. ■ Do not create own art elements without prior approval of franchisor. ■ Do not stretch or mix together the art elements. A certain flexibility is allowed to use half crops or partial elements of art elements. ■

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Restaurant Corporate Identity Almayass Restaurants’ Corporate Identity items are developed in clear and discreet style. Through high attention to quality of the printing and production materials, we aim to obtain a premium look & feel of our brand touch points to convey the true essence of Almayass. Almayass Restaurants’ Corporate Identity items are intended for use by the Restaurant Manager only. Almayass franchisees’ corporate staff is to therefore use their own separate Corporate Identity material.

Restaurant Business Card A side 6,6 mm

71,8 mm

6,6 mm

A single standard corporate business card is used for all locations. ■ Do not design personal business card without prior notice to franchisor. ■ Never use personal phone number on the restaurant and manager business card. ■

21,1 mm

12,7 mm

(franchisee company name) d/b/a Almayass

9 mm

Background Color: White

5,5 mm

Font: Proxima Nova Light: 5,6 pt

6,6 mm

B side 9 mm

6,5 mm

16 mm

Font: Proxima Nova Light: 7 pt

T (+000) 00 000 000 M (+000) 00 000 000 A Address line 1 Address line 2 Address line 3 City, Country

10 mm

2,5 mm 10 mm

E location@almayass.com

16 mm

Note: for Restaurant only. 46 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Manager Business Card A side 6,6 mm

71,8 mm

6,6 mm

21,1 mm

12,7 mm

9 mm

5,5 mm (franchisee company name) d/b/a Almayass

6,6 mm

B side 9 mm

6,5 mm

14 mm

Name Surname

Position Company Name

10 mm

T (+000) 00 000 000 M (+000) 00 000 000

2,5 mm

A Address line 1 Address line 2 Address line 3 City, Country

10 mm

E location@almayass.com 14 mm

Note: for Restaurant Manager only. ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 47

Manager Business Card

Name Surname

Font: Proxima Nova Regular: 10 pt

Position Company Name

T (+000) 00 000 000 M (+000) 00 000 000 A Address line 1 Address line 2 Address line 3 City, Country

Font: Proxima Nova Light: 7 pt

E location@almayass.com

Printing Specifications Paper Type: Matte finish (White Plike paper), 300 gsm/14 pt ■ Printing: Antique Gold hot foil stamping on Almayass logo and brand mark areas ■ Size: 55 mm x 85 mm (3.346 x 2.165 inches) ■

Color options Antique Gold C: 30 M: 40 PMS: 8640 C

Y: 100

K: 6

White C: 0 M: 0 Y: 0 K: 0 PMS Solid Coated White 1-1 C

Black C: 60 M: 40 Y: 40 K: 100 PMS Solid Coated Black C

Note: for Restaurant Manager only.

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Letterhead

■

■ ■ ■ ■ ■

Use this letterhead for customer communication Address line text is left aligned Use Almayass Antique Gold logo version without any background Mind logo clear space Font: Proxima Nova Light: 7pt Font color: 100% Black

25 mm 17,8 mm

Body copy ■ ■ ■

Font Color: 100% Black Font: Dejavu Sans ExtraLight Font Size: 11 pt, with leading set at 1.0x point size

Printing Specifications ■ ■ ■

Paper Type: 80 gsm office paper Printing: both color and black & white printing is allowed Size: A4, 210x297 mm (8.3x11.7 inches)

17,8 mm

Note: for Restaurant only.

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Envelope ■ ■ ■ ■ ■

Address line is left aligned Use Almayass Antique Gold logo version without any background Mind logo clear space 14 mm Font: Proxima Nova Light: 7pt 20 mm Font color: 100% Black

22 mm

27 mm

7 mm T (+971) 26 440 440 M (+971) 50 23 22 444

Body copy ■ ■ ■

A Sheraton Abu Dhabi Hotel & Resort Corniche Road, Abu Dhabi, UAE E abudhabi@almayass.com

Font Color: 100% Black Font: Dejavu Sans ExtraLight Font Size: 11 pt, with leading set at 1.0x point size

Printing Specifications Paper Type: 70 gsm paper ■ Printing: inner side - Antique Gold silksreen print, outer side - color print ■ Size: C4, 229x324 mm (12.8x9.0 inches) C6, 114x162 mm (4.5x6.4 inches) ■

C6 Envelope

Note: for Restaurant only. 50 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Folder

110 mm

5 mm

215 mm

5 mm

215 mm

78 mm

37 mm

188 mm

15 mm

5 mm 25 mm

20 mm

Printing Specifications Paper Type: Matte finish (white Plike paper), 300 gsm/14 pt ■ Printing: color print, Antique Gold hot foil stamping on Almayass brand mark area ■ Finish size: A4, 210x297 mm (8.3x11.7 inches) ■

Note: for Restaurant only. ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 51

Notepad

Cover page 35 mm

140 mm

35 mm

25,2 mm 20 mm

140 mm

78,4 mm

140 mm

15 mm

20 mm

25,2 mm 20 mm

Printing Specifications Paper Type: soft/hard cover - Matte finish (white Plike paper) 350-400 gsm/16-18pt ■ Printing: color print, Antique Gold hot foil stamping on Almayass brand mark area ■ Finish Size: A5, 148x210 mm (5.8x8.3 inches) ■

Note: for Restaurant only. 52 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Notepad

Inner page 6 mm

136 mm

www.almayass.com

6 mm

136 mm

6 mm

20 mm

8 mm

182 mm

8 mm

www.almayass.com

8 mm

Printing Specifications Paper Type: inner page - 70-80gm ■ Printing: both color and black & white printing is allowed ■ Finish Size: A5, 148x210 mm (5.8x8.3 inches) ■

Note: for Restaurant only. ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 53

Pen

Office management/Outlet pen

Senior management/Gift pen

Printing Specifications When printing on the pen or pencil, use Almayass logo and the website address only. ■ Logo Size: 11x5 mm (0,4x0,2 inches) ■

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Email Signature One of the most overlooked places to market Almayass is through email signature. Email Signature Specifications: All the fonts used must be system fonts (web safe fonts). We recommend Arial typeface. ■ Logo should be clear, without any background color and should not appear pixelated. ■ Do not use your signature as an attachment or image, instead create a signature in your email settings. ■ Consistent signature is important. Do not alter or edit the layout. ■ Never use personal phone number for Email Signature. ■ Approved format for mail address is “location@almayass.com”. Do not alternate the mail address and use incorrect formats, such as “name.surname@almayass. com”, “name.almayass@companyname.com”, “almayass@companyname.com” ■

Name Surname

Position Company Name

T (+000) 00 000 000 M (+000) 00 000 000 A Address line 1 Address line 2 Address line 3 Address line 4 City, Country

Name: Arial web font in Bold; Font Color: 100% Black: 12pt Title: Arial web font in Regular: 12pt

Font: Arial Regular: 12pt Bold: 12pt Set text flush left

E location@almayass.com Hyperlink to Almayass Social Media Pages

ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 55

Power Point Presentation DejaVu Sans Condensed and DejaVu Sans ExtraLight typeface is used for PPT headlines and body copy. ■ In cases, when DejaVu Sans typeface is not available or not installed, refer to Arial font. ■ Body copy is always sentence-case, left-aligned, with leading set at 1.5x point size. ■ Headline: 24-28 pt font size, Antique Gold, Condensed typeface. ■ Sub headline: 20-24 pt, Grey (50% Black), Condensed or ExtraLight typeface. ■ Body copy: 14-18 pt, 100% Black, ExtraLight typeface. ■ Bullet points: square shape, Antique Gold or Rich Burgundy/Cobalt Blue depending on the design layout. ■

Presentation Cover Page

Don’ts ■ Do not use Underline, Italic. It creates an outdated look. To highlight the words, use different font sizes or Bold. ■ Do not use Antique Gold as a background color. Instead refer to Grey shades. ■ Use clear rectangular or circular shapes for smart art objects. Avoid shades for certain cases. It creates an outdated look. ■ Do not use other fonts or non branded colors. Presentation Inner Page

56 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Note: for Restaurant only.

Desktop Screen To bring our brand’s presence to all touch points, it is highly recommended to use a unified desktop visual for all desktop wallpapers - management PC, on-site order recording computer, etc. ■ ■

Do not stretch the screen image. Do not use low quality, pixelated visual. Template master files are available. Please refer to marketing@almayass.com for further support.

Note: for Restaurant only. ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 57

USB Stick

Flat business USB stick is recommended for Almayass brand files transfers. ■ To bring consistency across all outlets use this USB stick design for Almayss music files. ■

Note: for Restaurant only. 58 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Menu Main Menu Font Type: Proxima Nova ■ Headline Font: Dakota ■

Printing Specifications Menu layout: ■ Paper Type: Matte finish (white Plike paper), velvet lamination 300 gsm/14 pt ■ Printing: color print, Antique Gold hot foil stamping on Almayass logo and art pattern areas ■ Main Menu Finish Size: 251x376 mm (9.9x14.5 inches) ■

Hard cover: Rich Burgundy leather

Sample of first page Main Menu

Note: for Restaurant only. ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 59

Menu Wine Card Font Type: Proxima Nova ■ Headline Font: Dakota ■

Printing Specifications Menu layout: ■ Paper Type: Matte finish (white Plike paper), velvet lamination 300 gsm/14 pt ■ Printing: color print, Antique Gold hot foil stamping on Almayass logo and art element areas ■ Wine Card Size: 304x347 mm (11.96x14.84 inches)

■

Hard cover: Rich Burgundy leather

Sample of first page Wine Card

Note: for Restaurant only.

60 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Menu Special Occasions Menu

Sample of first page Special Occasions Menu

For any event/special occasion, personalized table set menu can be created ■ ■ ■

Menu layout may vary Do not use regular printing paper Do not use colored or textured papers

Printing Specifications Paper Type: Matte finish (white Plike paper), velvet lamination 300 gsm/14 pt ■ Printing: Menus should always be printed in color and never in black & white ■

Note: prior written permission is required anytime new menu is created. ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 61

Event Form

For all private events, Almayass has a standard event form in Excel format. 000.00.000.0000 location@almayass.com www.almayass.com

EVENT Full Name:

Guest Count:

Company Name

(If applicable):

Phone:

E-mail: Date:

Event Type:

Time:

MENU 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

SELECTION Armenian Salad Moutabbal Almayass Hummos Almayass Sarma Labneh Spicy Potato Basterma Almayass Kebbe Sajieh Chicken Kebab Kafta Kebab

PORTIONS 1 1 1 1 1 1 1 1 1 1

All Event Forms should be saved as .pdf prior to sending it to guests to prevent from any editing ■ Almayass logo should always be placed on top-left of the page ■ Contact information should be placed below the logo ■ Address should be placed center-buttom of the page ■ Font: Arial (due to microsoft excel standarized fonts) ■ Font Size: 10pt minimum - 12pt maximum ■

$ $ $ $ $ $ $ $ $ $

PRICE 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00

* price excludes tax and gratuity

$ $ $ $ $ $ $ $ $ $

TOTAL 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00

10.00

NOTE: example: Cake table, special menu design for the bride (Lisa). Decoration is going to be made before 1:00PM by Michelle.

Full Name

Signature

Insert location’s full address • Insert location’s full address

Note: for Restaurant only.

62 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Order Taking Notepad

Printing Specifications Table №

Paper Type: white paper, 70-80gm ■ Printing: both color and black & white printing is allowed ■ Finish Size: A6, 105x148 mm (4.1x5.8 inches) ■

Order

Quantity

Note: for Restaurant only.

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Cash Folder

Printing Specifications Hard cover: ■ Material: Rich Burgundy leather ■ Finish Size: 100 x 200 mm (3.9 x 7.9 inches) Comment card: ■ Paper Type: Matte finish (white Plike paper), 300 gsm/14 pt_Finish Size: 85 x 85 mm (3.35 x 3.35 inches)

Cash Folder Layout

Comment Card Side A

Comment Card Side B

Note: for Restaurant only. 64 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Staff Uniform Manager Uniform

Male Top: ■ Almayass Burgundy blazer, slim fit ■ White 35% cotton, 65% polyester shirt, slim fit, with Almayass brandmark embroidery ■ Almayass Gold color tie ■ Almayass pin (metallic, pin or magnetic based), Antique Gold color, 25 mm x 15 mm ■ Name badge Bottom: ■ Black classic style trousers ■ Black classic style leather shoes ■ Black 35% viscose, 65% polyester Female Top: ■ Almayass Burgundy blazer ■ White 35% cotton, 65% polyester shirt with Almayass logo embroidery ■ Almayass pin, Antique Gold color, 25 mm x 15 mm (WxH) ■ Name badge Bottom: ■ Black 35% viscose, 65% polyester ■ Black classic/pencil-style skirt, reaching till knees ■ Optional: black straight-style trousers ■ Black classic style leather high heels (4-6cm) ■ If wearing skirt, natural color tights, 10-20 Den Note: for Restaurant only. ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 65

Staff Uniform Waiter Unifrom

Male/Female Top: White shirt ■ Plain white, 35% cotton, 65% Polyester, slim fit ■ Buttons are hidden ■ Sleeves should never appear as rolled ■ Name badge Bottom: Apron ■ Almayass Burgundy color ■ 35% Viscose, 65% Polyester fabric ■ Brand pattern embroidery with Almayass Gold color ■ Tailored sizing, the length shall reach till knees ■ Black classic style trousers ■ Black classic style leather shoes

Note: for Restaurant only.

66 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Staff Uniform Hostess Unifrom

Female Top: ■ Almayass Burgundy gilet ■ White 35% cotton, 65% polyester shirt with Almayass logo embroidery ■ Almayass pin, Antique Gold color, 25 mm x 15 mm (WxH) ■ Name badge Bottom: ■ Black 35% viscose, 65% polyester ■ Black classic/pencil-style skirt, reaching till knees ■ Optional: black straight-style trousers ■ Black classic style leather high heels (4-6cm) ■ If wearing skirt, natural color tights, 10-20 Den

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Name Badge

Production Specifications ■ Metallic magnetic clip, antique gold, matte surface, laser engraved ■ Font: Proxima Nova ■ Finish size: 20x60 mm (0.78x2.36 inches). The lenght may vary.

Manager name badge

Waiter name badge

Note: for Restaurant only.

68 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

External Signage

Facade Sign ■

■

Almayass sign should always be horizontally centred on the facade of the building. Always keep the logo proportions, however, it may vary on size. Follow local requirements and the architecture of the individual building. For bilingual versions, always use horizontal logo lockup. Do not use the logo on the fasade with descriptory line, e.g. “Lebanese - Armenian Cuisine”.

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External Signage

Window Sign ■

For the non-main door signs it is allowed to use Almayass logo with descriptory line.

External Sign ■

70 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Franchisees should know that they are to post a sign in their outlets, in public view, that advises their guests that franchisees’ business is independently owned and operated. The sign identifies them as a member of the Almayass franchise network. This sign should be displayed prominently.

Delivery Bag

Printing Specifications ■ ■ ■

Paper Type: White kraft paper Printing: color print Finish size (LxWxH): 145x300x260 mm (5.5x11.8x10.2 inches)

Note: for Restaurant only.

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Paper Bag

Paper Bag, Front Side

Paper Bag, Back Side

Printing Specifications ■ Paper Type: White kraft paper ■ Printing: color print ■ Finish size (WxHxL): 70x265x170 mm (2.7x10.4x6.7 inches) Note: for Restaurant only.

72 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Napkins

Delivery Misc

Napkin

Production Specifications ■ Plastic utensils: Almayass brandmark color print or embossing, size not less than 25x42px ■ Paper napkin: Almayass brandmark color print on one bottom corner 30x18mm (WxH)

Note: for Restaurant only.

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Delivery Misc

Wet wipes, Salt, Pepper, Sugar

Printing Specifications ■ Paper Type: Matte finish paper ■ Printing: color print ■ Finish size (WxH): 60x60 mm (2.3x2.3 inches)

Matchbox

Printing Specifications ■ Paper Type: Matte finish white paper, 300 gsm/14pt ■ Printing: color print ■ Finish size (LxWxH): 20x20x60 cm (0.7x0.7x2.3 inches)

Note: for Restaurant only.

74 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Delivery Misc

Printing Specifications Sleeves: ■ Paper Type: Matte finish, velvet lamination 300 gsm/14 pt ■ Printing: color print ■ Size: may vary

■ ■ ■

Stickers: Paper Type: Matte finish Printing: color print Size: may vary

Note: for Restaurant only. ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 75

Coffee Take Away Cup

Coffee Take Away

Drink Carrier

Production Specifications Carrier: ■ Paper Type: White kraft paper ■ Printing: color print

■

■ Plastic Cup

■

Plastic cup: Transparent sticker with Almayass brandmark Printing: color print Size: 5mm diameter

Note: for Restaurant only. 76 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Invitation

Font Type: Proxima Nova ■ Headline Font: Dakota ■

Printing Specifications Paper Type: Matte finish (white Plike paper), 300 gsm/14 pt ■ Printing: color print, Antique Gold hot foil stamping on Almayass logo and art element areas ■ Wine Card Folded Size: 144x144 mm (5.6x5.6 inches) ■

Note: for Restaurant only. ALMAYASS BRAND IDENTITY AND GUIDEBOOK | 77

Posters & Print Ads

General rules for creating customised artworks: ■ Keep discreet and minimalistic style for creating the artworks. ■ Colors: do not overwhelm the content with dark colors. Refer to page 33 for the color balance guide on the design layout. ■ Logo: use Antique Gold color logo mainly. Rich Burgundy or Black color logo can be used only in such cases, when the design requires so. ■ Art elements: use Almayass art elements in Grey color mainly. In some cases, Rich Burgundy may apply. ■ Fonts: refer to pages 35-37 for the font guides. ■ Photo & Illustrations: it is allowed to use themed photos and hand-drawn illustrations.

Note: for Restaurant only. 78 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Posters & Print Ads

Note: for Restaurant only.

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Lightbox

Note: for Restaurant only.

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Digital Identity

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Social Media Operation

Social Media account activation and administration will only be performed by the franchisor. Franchisees are to therefore refrain from creating or using non-franchisor created accounts. Franchisees will be provided with user access details to all franchisor-approved social media accounts for their territory. The post schedule will vary depending on engagement and results throughout the execution of the strategy. During certain weeks we might find it necessary to increase posts on a particular platform.

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Social Media Operation

■ ■

■ ■ ■ ■

■ ■ ■

■

In order to keep the page active, aim for at least 2 posts per week. It is optional to have bilingual text for timeline posts, but never for profile name or page info, this shall be in English only. All material, whether verbal, print or digital, need to be pre-approved by the franchisor. Special occasion/offer posts are recommended to serve as targeted advertisement. Weekly post boosts to increase audience reach. Throughout the year, it is recommended to add the number of followers in order to increase the number of potential guest. In order to implement this, it is necessary to run quarterly Facebook/Instagram-Like campaigns. A detailed report would be presented to the franchisor following each campaign. A monthly detailed report would be presented to the franchisor for the work accomplished. Special Hashtag campaigns are a must to implement throughout the year, especially on holidays. Avoid political and religious posts. Specific holiday greetings (e.g. “Happy New Year” or “Ramadan Kareem”) might however be posted in certain territories after review by the franchisor.

84 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Verbal Style Tone of voice A strong brand is a clear and consistent expression of our unique personality and positioning. The words used to communicate with guests, partners and employees can directly and indirectly affect how the brand is perceived. By communicating our messages clearly and in a consistent tone and voice, we help enhance Almayass brand and the companyâ&#x20AC;&#x2122;s vision throughout our network. The Almayass tone of voice is warm and relaxed, informed and professional, yet friendly. We go to great lengths to provide privacy to our guests and to ensure that a truly memorable experience is delivered.

Brand stories The Almayass stories should be carefully selected to communicate the brand philosophy and accomplishments, which are built around well-designed operation providing tasteful food, effective service and a comfortable environment with pleasant and pristine surroundings.

Food stories Food stories should be used to convey Armenian and Lebanese rich culinary traditions. The intention is to provide knowledge to our audience and trigger interest. In addition, guests should transmit our passion towards excellence in dining experience.

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Verbal Style Dos and Don’ts Don’t shout We do not shout at our employees and guests in person, so why do it in writing? Do not use capital letters in written communication. Be modern When creating a body copy, avoid underlines, italic, shadows for the texts. It creates an outdated feel Build a dialogue A dialogue sets a collaborative tone and allows a space for opinion sharing. Use personal names, and always respect other individual opinion. Be natural Make your copy sound like how real people speak. Be engaging Use short sentences and interesting facts. Use first person instead of third Say “We are glad to see you as our guest”, instead of “Almayass restaurant is glad to see you as our guest”. Advise Sound confident and professional; offer preference-based advice. Be open to feedback Negative feedback is an opportunity for improvement. Understand the compliant reason, and always communicate the issue with your manager. 86 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Photography Style A distinctive photographic style should support our brand.

To provide authenticity, images should be from Almayass locations. Any third party photo use should seek content rights to the image before using it directly for advertising.

All our photography should support our brand attributes through: ■ ■ ■

Sincerity Ambience Positivity

It should make our guests feel that they are welcomed at any of the Almayass locations. ■ ■ ■

Warm Friendly Engaging

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Photography Style Use images that correspond to the following requirements: 1) Framing and Composition

A photo where the subject is the center of the image.

2) Lighting

It is the most important factor in a great shot.

3) Resolution

Use high resolution so that the picture will look sharp, crisp and clear.

4) Brand Values

Vibrant, picturesque, diverse, authentic.

5) Mood

Warm, friendly, fun, open, optimistic and positive.

6) People

Shots should be simple, direct and feature real people. The people captured, can either be looking off camera or giving direct eye contact.

7) Photography Specifications

Web Format – 1024px x 768px (361mm x 271mm) @ 72dpi, jpg Print Format – 4961px x 3720x (420mm x 315mm) @ 300dpi, jpg or TIFF Large Format – 7874px x 5906px (2000mm x 1500mm) @ 100dpi, jpg or TIFF

88 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Photography Style

Use images that are: ■ ■

natural ■ atmospheric, detailed ■ showing positive and sincere emotions high quality ■ vibrant, vivid ■ simple, clear, free of complicated elements

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Photography Style

Food Almayass restaurant has always been known for its excellent food. We want to use food photography that accurately reflects how the food is presented to the guest. For example: ■ the freshest and finest ingredients ■ dish appears as great as it tastes

90 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Photography Style

People Staff Guests

welcoming, efficient, and individually trained ■ candid shots ■ genuinely enjoy their jobs and their guests ■ enjoying quality time with loved ones ■ food lovers who appreciate what they are eating ■

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Photography Style

Ambience ■ ■ ■

warm and relaxed family environment with delicate decor soft lighting that comes from within

92 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Don’ts Don’t show individuals in isolation Don’t show unhappy people Don’t show people looking into the camera

Photography Style Dos

Use indirect natural light. ■ Almayass photo style is mainly focused on square-shape. Mind it while arranging the composition for your photo shoot. ■

Donts

Don’t show half-eaten food. ■ Don’t show non-inviting scenes (inverted glasses, closed table appointments, etc.). ■ Don’t show food which is not fresh. ■ Don’t use backgrounds that feel cold or clinical. ■ Don’t show images that contain non relevant reflections (e.g. reflection of a photographer on the glass or cutlery items, reflections on the mirror, etc.). ■ Avoid using flash light. Use professional lights and camera exposure settings. ■

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Photography Style

Details do matter. Show tiny details that assemble great flavors and distinguish Almayass dishes (spices, herbs, sauces). Close zoom is preferable here. Use contrasting background.

94 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Photography Style

Ingredients. Make a special setting of Almayass food ingredients. Use contrast background, unusual items that are specific for the restaurant (e.g. Almayass pomegranate-shape napkin holder, ethnostyle tray, retro-style cutlery) to assemble a shot. Mind the point of focus.

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Photography Style

Almayass team prides itself using the freshest and finest ingredients. Only handpicked ingredients make a great food. Show the details. Assemble a harmonic composition with spices and vegetables. Play with background contrast and natural colors.

96 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Photography Style

Assemble a composition of familiar patters of Almayass. Add dimension and personality with accessories. Rustic vintage stuff looks homey and timeless, but may bring an outdated feel. Bring clean and crisp look to them. Use the pure white to play with contrast.

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Photography Style

Food mood. Good food photo should evoke the food’s best traits and transmit its deliciousness. The colors and textures of a dish shall be highlighted, not muted or hidden. In a nutshell, there is a “passport-format” photo of a person, and there is a portrait unveiling the best traits of the person’s character. The same is with food.

98 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Photography Style

Single dish should appear on the photo with at least 70% presence on the shot. Avoid photos of a dish placed in the center of the photo. Mind the rule of third to pick the main object. Use round plates for such photo setting.

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Photography Style

Itâ&#x20AC;&#x2122;s nice to make photos of several dishes, thus transmitting the generosity of Almayass the guests can experience every time they enjoy their dinner. Assemble a balanced and mouth watering shot (color-wise, contrast-wise, as well as food matching - appetizers, main course) made of multiple dishes.

100 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Photography Style

Overhead shots are acceptable format for Almayass food photo style. They give a broader sense to a dish and the ingredients itâ&#x20AC;&#x2122;s made from, thus telling a small story of food origin. Note: never make overhead shots for single-standing dish only. Arrange a composition.

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Photography Style

Angle shots. Some dishes are best captured from an angle to keep the focus on three-dimensional contours of the items, shades and textures. Consider 45° or 60° angle photos. Never make 90° angle photos. Try multiple angles to get the right shot.

102 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Photography Style

Background. Use clear white with contrasting details; natural wooden or marble background which looks modern and clean, but never dusty and rustic.

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Photography Style

Why not to share the cooking process which is done with such a passion and attention? Arrange a composition out of available props and dish ingredients.

104 | ALMAYASS BRAND IDENTITY AND GUIDEBOOK

Naming The Profile It’s vital to keep our brand consistently presented across all social media platforms. The restaurant is officially registered as “Almayass” for all locations. When we register social media accounts, we have naming standards that should be followed by all local branches.

Don’ts ■

Do not alternate the name and use incorrect spellings.

Do not write the location name in abbreviations, except for New York. For example, for Kuwait, never use “almayasskw”. The one exception is New York, “almayassnyc” is permitted. ■

■

Do not write the profile name with lower case. For example, almayass_qatar.

Do not use such symbols as “-, /” or digits in the profile name. For example, Al-Mayass/Doha, Al-Mayass-Kuwait, Al-Mayass Beirut 2006. ■

■

Do not write the profile name in local language only.

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Naming The Profile Facebook

Profile Name