Welcome to my table


Welcome to my table

Al’Fez had come a long way since its launch in 2001, but the brand still had miles to cover. With a range inspired by traditional cuisines of North Africa & the Middle East, they faced the obstacles of an audience unfamiliar with this style of food and its origins.


Persuading Palettes

We often stick to what we know in the kitchen.
The challenge was to introduce Middle Eastern tastes and flavours in a way that was accessible and welcoming.



Come On In

Al'fez founder Sam Jacobi spoke heartedly of his childhood cuisine, Lebanese, so we decided to visually welcome shoppers to his table.
This lovely notion informed our new contemporary design.
We created a bespoke Middle Eastern pattern mimicking a table runner and gave Al'fez the charm and clear identity they needed in order to compete.


The Bakehouse

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