Brief / Client
Rüya is a celebrated Anatolian restaurant concept known for its bold flavors and refined ambiance. As it expanded into the Saudi market under MJS Holding, the challenge was clear: preserve Rüya’s international prestige while crafting an identity that feels culturally aligned with the Riyadh audience.
The goal was to adapt the brand’s essence—retaining its elegance and heritage—while making it feel naturally integrated into the local context.
Solution
We approached the project by carefully localizing Rüya’s brand identity, focusing on culturally attuned adjustments that maintained the brand’s premium feel. From refined Arabic typography to updated layouts and design nuances, every detail was tailored to speak the language—visually and emotionally—of the local market.
We then extended the adapted identity across all key collaterals, ensuring brand consistency at every guest touchpoint, from menus and signage to VIP materials and in-store elements.
Impact
Rüya launched in Riyadh with a brand identity that resonated effortlessly—blending Anatolian soul with Middle Eastern sophistication. The result was a cohesive and culturally respectful brand presence, helping establish Rüya as a standout destination in the region’s high-end dining scene.
