Uniting F&B Branding and Design: Creating Memorable Experiences and Loyal Customers

By Gabriel Murray, Creative Director at TGP International 

F&B brands thrive when they combine authenticity with a strong, cohesive design narrative. In my role as Creative Director at TGP International, I’ve learned that successful branding for restaurants must seamlessly align with the core concept, reflecting it through the food, interior, and service style. It’s this big idea that truly makes a difference. 

Taking a holistic approach not only enhances the customer journey but also creates magical moments that allow brands to stand out in an intensely competitive market. 

Over the years, our team has worked on a diverse array of F&B projects—from fine dining in luxury hotels to trendsetting food retail brands. But few projects have illustrated the power of strategic visual storytelling better than Al Mamlaka Social Dining, an award-winning food hall that brings together 21 kitchens and concepts under one unified brand identity. 

Aligning Branding with Core Concepts 

Branding is a powerful tool that expresses the essence and personality of an F&B concept in many ways—some obvious, some more subtle, but no less significant. 

Branding often makes its first impression through building signage, interior wayfinding, and digital channels like social media. But it also extends to smaller details like menu design, staff uniforms, and even the tableware—all of which create a subconscious impact on the guest’s experience. 

When there’s a disconnect between these elements, it’s noticeable to customers, detracting from the overall experience. But when they’re harmonised, the purpose and character of the venue come to life. 

At Al Mamlaka Social Dining, we faced the unique challenge of creating a consistent experience across 21 different F&B outlets within a vast 2,400 sqm space. Each outlet needed to fit within the overall aesthetic while retaining its own identity. To achieve this, we developed the core concepts of ‘Rustic Elegance’ and ‘Social Dining,’ which guided every creative and branding decision throughout the project. 

Central to the design was the theme of openness and inclusivity, inspired by nature and free-range culture. This shaped everything from the brand’s logo to the graphic elements, allowing us to create a contemporary yet distinctive identity without leaning too heavily on any specific cultural references. 

Telling a Story Through Brand and Design 

For Al Mamlaka, we crafted a modern quasi-Mediterranean aesthetic, balancing familiarity with uniqueness. Our ‘Rustic Elegance’ concept was designed to evoke a sense of warmth and welcome, while still offering an element of adventure and understated luxury. 

"Great branding tells a story that resonates emotionally with customers, whether it’s about the origins of the ingredients, the history of the cuisine, or the mission behind the venue."

The result is a space that invites people to connect and be part of a shared social dining experience—a reflection of Saudi Arabia’s growing openness and inclusivity. As a hub for mixing cultures and celebrating diversity, we intentionally avoided leaning too heavily on traditional Middle Eastern or European design elements. Instead, we focused on creating a harmonious, modern space that resonates with a wide audience. 

Strengthening Marketing Through F&B Branding 

At TGP International, our 360° approach brings together concept development, design, operations, and marketing. To ensure long-term success, we advise brands to prioritise functionality and flexibility in their branding, so that it works seamlessly across all marketing channels. 

In today’s digital age, a venue’s survival can depend on how much attention it generates on social media—and captivating branding plays a crucial role in making a strong impact both online and in the physical space. 

“It’s vital that the brand customers engage with online matches the experience they’ll have when they visit. More and more, we’re seeing guests gravitate towards places like Al Mamlaka Social Dining, where the brand speaks to their lifestyle aspirations and invites them into a unique experience.” 

Open kitchen formats, for example, create a sense of theatre and encourage guests to share their experiences on social media. The brand’s sophistication and elegance also make it one that people want to be associated with, adding a new dimension to the social experience beyond the physical space. 

The Importance of the Creative Process 

At TGP, I’ve established a creative culture that sets clear milestones throughout the design process, ensuring every project is delivered to the highest standard. 

Before we even think about branding or design, we focus on understanding the core concept. This process begins with workshops involving the client, the creative team, and stakeholders, where we define the project’s essence, its target audience, personality, purpose, and overall proposition. 

This forms the foundation for the visual narrative, which we then bring to life through design and execution. 

Why Branding Matters in F&B

From vibrant local concepts at Expo City Dubai to the iconic Al Mamlaka Social Dining food hall in Saudi Arabia, our most successful projects share one crucial element: an integrated creative strategy that brings branding, design, and architecture together. 

Despite housing 21 distinct outlets, including five led by award-winning chefs and several first-to-market concepts, cohesive branding creates a seamless experience. For us at TGP International, Al Mamlaka Social Dining is a prime example of how thoughtful design and branding, combined with the expertise of our Advisory, Interior Design, Operations, and Marketing teams, can elevate a venue, enhance customer experiences, and add significant value to the brand. 

Al Mamlaka Photography by Gavriil Papadiotis