+ Lacasa 28
Creating a Mediterranean Sanctuary in the Heart of Doha
#BrandCreation #F&BBranding #MediterraneanDesign #CreativeDirection #ExperienceBranding #Doha
Overview
Lacasa 28 is a Mediterranean restaurant located in Medina Centrale, one of the most vibrant dining districts in The Pearl, Doha.
I was brought in to lead the brand creation from scratch — building an identity that didn’t just serve food, but transported people to a Mediterranean coastline.
The result? A brand that resonated deeply with European expats and locals alike, becoming a beloved spot for its aesthetic, warmth, and authenticity.
The Challenge
The market was saturated with pan-Mediterranean names and menus that lacked soul.
The client wanted something elegant but accessible — refined yet casual, and deeply Mediterranean without cliché.
The location was ideal, but the brand had to earn its place.
The challenge: How do you build a brand that makes people feel like they’ve stepped out of Doha and into Southern Europe?
The Approach
I led the full creative direction and brand development, focusing on feeling first, visuals second:
Designed a brand story around slow meals, coastal moments, and the essence of Mediterranean living
Created an elegant but inviting visual identity, with soft earth tones, serif typography, and subtle tile-inspired patterns
Named the space Lacasa 28 — combining the warmth of “home” (la casa) with a numeric signature that made it feel like a real address
Directed art, menus, signage, staff uniform aesthetics, and even background music to align with the brand’s emotional DNA
Focused on creating an immersive atmosphere — not just a brand, but a mood
Paid attention to the European expat mindset, designing a place that felt emotionally familiar while still premium
The Outcome
Lacasa 28 quickly became a favorite destination for European expats and Mediterranean food lovers in Doha
The space earned a reputation for its charming, unpretentious elegance
The brand helped position the restaurant as more than a meal — it was an experience
Showed how careful emotional and cultural branding can create connection without shouting
+ Need Brutal Clarity?
If you’re looking for someone to decorate your deck with jargon, I’m not your guy.
But if you want clarity, structure, and sparks — let’s go.
© Hamza Najjar 2025