Deek Duke: Deek Duke Gets New Feathers FANCY FEATHERS, FABULOUS FOOD, FLYING FRANCHISES

  • Context

  • A local restaurant chain based in Beirut, Lebanon, lacking ambience with little feeling or identity. Its main clientele is the 20–30 age group.

  • Challenge

  • FITCH was briefed to create a regional casual dining franchise known for a unique chicken-based menu, quality products and desirable environment. An environment that reflects and celebrates the eclectic Lebanese culture and is the casual dining destination of choice, with clever and inspiring offerings.

    Beirut is a culturally diverse city where four different languages are spoken; it is crowded with competitive themed venues from well-established, desirable brands. For Deek Duke, FITCH created a warm, personalized atmosphere, where the customer interacts with the environment.

  • Solution

  • The brand is all about fun; it’s simple, honest, energetic, friendly and truly represents the Lebanese culture. The brand mark features "Deek Duke" the figurehead, a fictious character that seeks out new things and experiences; he is a free spirit.

    The brand language features many quotes, sayings and doodles that relate to the Lebanese culture and history. Customers are actively encouraged to add to this, with the view that their doodle comprises part of the Deek Duke brand language to truly personalize all Deek Duke outlets.

    The outlets continue the theme of Lebanese eclecticism. A selection of mismatching chairs and mismatching tables as well as a mixture of lighting "crowned" with a chandelier of suspended plastic chickens supports eclecticism as a central theme. Each franchise provides the customer with a feeling of personal ownership and hence loyalty.

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