Maroun
Chedid is a renowned Lebanese chef in the Middle East and Gulf regions
whose brand needed a complete revamp to answer to its vision of
expanding internationally. His business module includes a catering
service, a consulting service and a school of culinary arts.
With an
Endorsed Brand strategy in mind, all 4 brands were designed to look
different while retaining a common thread in terms of aesthetic and
thought.
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The Maroun Chedid Identity➙
The MC monogram is inspired by how different simple ingredients (represented here in basic geometric forms) can come together to create a piece of art. It represents the chef's bold, modern and exquisite approach to cooking and is designed to be a dynamic container that can express the 4 different pillars of the brand: Terroir, Authenticity, Inventiveness and Artistry.
![](https://freight.cargo.site/t/original/i/4c2642ed14704a5d50388af91eef3ca96e92037f9404da8ce893329df1deb1fe/logo.gif)
![](https://freight.cargo.site/t/original/i/a4995487cc269d0d55a0b877d43b8cd24871c43b69b6a934e35f2c054eb55943/logo_2.jpg)
![](https://freight.cargo.site/t/original/i/46398e31fbf48f8b7ef66882a0999709d326fc54b9fe8716662e98ec9b1310ba/stationery.jpg)
![](https://freight.cargo.site/t/original/i/eeebc364275c30401147d8e9001de383f40ec630954df6ddcdf9138c1a0464cd/1.jpg)
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Citrus Identity➙
Citrus is a catering service by Maroun Chedid. Similar to the mother brand, the monogram is created with geometric forms inspired by a serving bowl as well as the citrus fruit. The semi-circles come together to create a dynamic C which reflects the joy and liveliness of coming together around food.
![](https://freight.cargo.site/t/original/i/535622283b64884179d0ee34bf85441c44e27f4b6a7a4304279208da1197477e/2.jpg)
![](https://freight.cargo.site/t/original/i//3.jpg)
![](https://freight.cargo.site/t/original/i/c03b7bc29641a57da35b36046faf85c33bdcee320c9969f76cbbc197bc01c5ce/4.jpg)
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➌
Copper Trey Identity➙
Copper Trey is the consulting unit by Maroun Chedid. Within the same concept of using geometric forms to create a monogram, the C and T come together to reveal an unfolding of success and opportunities. The result exudes strength, trust and creativity.
![](https://freight.cargo.site/t/original/i/71891b3b0957aa0dbd6e4e8000f1c2ac1c5a625bf22aba552d921cfb1e377434/5.jpg)
![](https://freight.cargo.site/t/original/i/e48ddef955ae148fdd5da524c68e4f5fd3ef9e5fb2ea2e8c4fe6de20d93e4849/6.jpg)
![](https://freight.cargo.site/t/original/i/00e126b3031af074efb3778f1f70ff5bdd934087cc100845aa073daf5e3175d2/7.jpg)
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School of Culinarty Arts Identity➙
SCA (school of culinary arts) offers programs for both foodies and professional chefs. A more serious, academic approach was needed for this sub-brand to convey a confident and straightforward personality. The geometric forms are replaced here with a search for symmetry abetween the letters, similar to a chef's way of finding a perfect balance between flavors.
![](https://freight.cargo.site/t/original/i/6cdb3c2af01fc61fce0483977fa053dd33c84b462c1d6a77cacfdeb81801c17e/8.jpg)
![](https://freight.cargo.site/t/original/i/75e55775fb1f8269a9c71d45857360d7ebe0d79ccab6e1fb97ee4b537a782f7b/9.jpg)
![](https://freight.cargo.site/t/original/i/796aac69cad99cbb5eda42eb375ef0125fbafb7381f84dd4b49ead4d6f18f019/10.jpg)
©2020 Nisrine Sarkis
nisrine.sarkis@gmail.com