Ruzstan
Rebranding,
Interior Design
A Fresh Identity for an Indian Restaurant in Qatar

Overview
Biryani Express, an Indian restaurant in Qatar, faced a significant branding challenge. The name was overly generic, limiting the restaurant’s ability to establish a strong brand identity. With a vision for growth beyond Qatar, the owners sought a strategic rebranding that would not only differentiate the restaurant but also create an immersive customer experience. Deepmark was approached to lead the transformation—creating a new brand name, identity, verbal branding, packaging, and messaging system that would position the brand for long-term success.




The Challenge
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Common and Unmemorable Name – The name "Biryani Express" was widely used by many restaurants, making it difficult to stand out.
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Limited Expansion Potential – The previous branding lacked a scalable identity that could resonate with audiences beyond Qatar.
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Disconnected Brand Experience – The visual identity and brand messaging lacked a cohesive storytelling element.
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Generic Packaging and Collateral – The restaurant's packaging, menus, and branding materials did not contribute to a memorable dining experience.





The Solution
Strategic Name Change & Story-Driven Identity
Deepmark introduced a completely fresh brand name: Ruzstan.
- "Ruz" (Arabic for Rice) represents the restaurant’s core ingredient.
- "Stan" (meaning "land" or "empire") evokes a sense of cultural richness, linking to regions like Afghanistan, Pakistan, and India.
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The new name is unique, memorable, and scalable for regional and global expansion.



