The Challenge
What does paradise taste like?
For El Jannah founder Andre, it began in a small village in Lebanon where every meal came from the land and every dish was cooked over an open wood fire. That raw, soulful connection to food became the heartbeat of El Jannah – the charcoal-chicken brand that Sydney fell in love with.
But as the cult favourite spread beyond Sydney, a new challenge emerged. The business needed to evolve from a beloved local icon into a national QSR brand, scaling fast while protecting the warmth, family and authenticity that made it special. It was time to strengthen the El Jannah brand identity, create a clear logo and visual system, and build the foundations for long-term franchise growth.
The Insight
To grow a cult brand, you don’t polish the edges – you honour what made people fall in love in the first place. Our goal was to capture that unmistakable charcoal flame and translate it into a system that could flex from one family-run store to a national network.
Through brand audits, qual and quant research, and competitor analysis across the fast-food and QSR sector, we uncovered a simple truth: Australians didn’t just come to El Jannah for chicken – they came for culture. It was the place where flavour met family, and generosity was served with every meal.
The strategy repositioned El Jannah as the undisputed authority in charcoal chicken – a brand built on family, flavour and fierce cultural pride.
The Creative
We captured the flame that started it all.
Rooted in the idea “Charcoal at the Heart,” the refreshed El Jannah logo and brand identity system celebrate the brand’s Lebanese-Australian heritage while paving the way for scalable national growth.
A bold, cheeky tone of voice, vibrant colour palette and expressive design language brought attitude and authenticity to every touchpoint. Layered in-store storytelling turned each venue into a living celebration of family, flavour and connection – where the scent of charcoal meets modern design.
The new visual identity system extended across packaging design, signage, uniforms, digital campaigns and social media, as well as the El Jannah story, creating a cohesive and flexible platform for future expansion. The result is a brand that feels confident, contemporary and culturally rich – a true original in the Quick Service Restaurant (QSR) chicken space.
The Results
The rise speaks for itself.
– $300M+ annual revenue and counting
– Seamless brand rollout across stores nationwide
– Increased awareness and cultural relevance with younger audiences
– Strengthened franchise appeal and consistent visual execution
– Recognition as Australia’s leading charcoal chicken brand
– The refreshed El Jannah logo and brand identity have become symbols of flavour, culture and pride – proof that staying true to your roots can still fuel explosive growth
“The El Jannah brand refresh led by The Creative Method resulted in a transformation of the customer experience, and stellar results.”
Brett Houldin, El Jannah, CEO
“The El Jannah brand is expanding across Australia and with the benefits from the new brand assets and positioning, it’s allowing more customers to come and try the amazing products and return more often.”
Brett Houldin, El Jannah, CEO
El Jannah Logo & Brand Refresh – Turning Flame into Fame
Client
El Jannah Charcoal Chicken
Industry
Fast Casual Dining / Quick Service Restaurant (QSR)
Expertise
Brand Strategy & Positioning
Brand Identity & Logo Design
Tone of Voice Development
Qual & Quant Research
In-Store Environment Design
Packaging & Signage
Cultural & Visual Storytelling
Franchise Rollout Framework
Photography & Brand Guidelines