LeMont — Brand Identity, Creative Direction & Cinematic Content

LeMont is a Levantine restaurant in Berlin. ALETRA developed one creative direction across brand identity, hospitality experience, photography, film, social content and product concepts — turning disconnected communication into one recognisable brand world.

Berlin · Hospitality · 2026

Brand Strategy · Visual Identity · Creative Direction · Product Direction · Photography · Cinematic Content

LeMont already had the ingredients of a memorable restaurant: Levantine food, a distinctive space, live music, events and an established audience.

What it lacked was one clear identity connecting all of them.

The visual communication changed from post to post. Social media promoted the restaurant, but it did not yet build recognition.

The challenge was bigger than redesigning a feed.

It was to create a hospitality identity guests could recognise before they read the name — and experience beyond the screen.

Event flyers. Gold borders. A different visual language every week.

One identity. One creative system. Every touchpoint recognisably LeMont.

The goal was never to remove the culture in order to make the restaurant feel contemporary.

It was to express the culture without relying on cliché.

Rooted · Warm · Shared · Refined · Alive

That principle became the filter for every creative decision — from typography and colour to photography, drinks, content and atmosphere.

The identity moves away from generic visual codes of Middle Eastern luxury and toward something quieter, warmer and more editorial.

Dark forest green creates depth. Warm ivory softens it. Sage and muted yellow add warmth without becoming decorative.

Instrument Serif brings character and warmth.

IBM Plex Sans keeps information clear and contemporary.

Together, they balance cultural expression with modern restraint.

The content system was built around one principle:

Show LeMont the way people actually experience it.

The table — Never one isolated plate. Show the conversation around it.

The hands — Show the craft behind what reaches the table.

The plate — Composed like a still life. Made to disappear.

The glass — Every drink belongs to its setting.

The detail — Close enough to taste.

The room — Before service. Quiet enough for the space to speak for itself.

Photographed the way it is actually eaten.

Branding did not stop at the logo or the screen.

The same creative direction moved into the guest experience through flavour, presentation and product concepts.

Rose water, cardamom, hibiscus, citrus, herbs and floral notes became part of an exploration of how Levantine references could appear in contemporary combinations.

Rhubarb · Rose Water · Apple

A signature drink developed to feel as considered as the visual identity.

The principle was simple:

Don't only tell guests where the brand comes from. Let them experience it.

The content direction moved away from conventional restaurant advertising.

Instead of treating food as a product on a plate, ALETRA focused on movement, flame, hands, preparation, sound, texture, serving and the atmosphere around the meal.

Film and photography became part of the brand system rather than separate marketing assets.

Every piece of content had one job:

Make someone imagine being there.

Colour grading was treated as part of the identity.

Different grades were tested against the physical atmosphere of the restaurant until the image felt connected to the room itself.

Warm. Textural. Natural. Cinematic.

Not a filter placed over the restaurant.

A visual language built from it.

The transformation was not one logo, one photoshoot or one successful Reel.

It was the connection between them.

Strategy → Identity → Experience → Content → Recognition

During a 30-day organic period, LeMont content generated:

247K+ organic views

+388 followers

207 pieces of content

3 cinematic brand films

0 paid media

More importantly, the restaurant now communicates through one recognisable creative direction across identity, hospitality experience, photography, film and social content.