The best restaurant brands have a face.
Not just a logo. Not a mascot.
A real person you’d actually want cooking for you.

That’s how we turned Yasmine into her brand’s superpower.
Yasmine’s Express needed to look like takeaway but feel like home cooking.

The solution? Character-driven branding.
Yasmine’s Express serves healthy Lebanese food for takeaway.
But the challenge was clear: how do you stand out from fast-casual giants while saying :
“This is actually healthy.”
“Made with care, not mass-produced.”
“Fast food that tastes like home.”
“Lebanese authenticity, without intimidation.”

So we brought Yasmine herself into the brand.
I created an illustrated character of Yasmine, warm, friendly, welcoming.
She isn’t a mascot.
She’s a brand ambassador, making every interaction personal.

Why it works
✓ Trust: You’re not ordering from a faceless chain — you’re ordering from Yasmine.
✓ Warm & Approachable: The illustration feels human, never corporate.
✓ Perfect for Takeaway: Scales beautifully across packaging, bags, and screens.
✓ Healthy Signal: The hand-drawn style subtly communicates care and quality.
✓ Lebanese Roots: Supported by tile motifs that nod to heritage, never cliché.

A fast-food brand that doesn’t feel like fast food.
It feels personal. Healthy. Authentic.
This is what happens when you put personality before polish.