Ruzstan

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.

• Common and Unmemorable Name – The name "Biryani Express" was widely used by many restaurants, making it difficult to stand out. 

• Limited Expansion Potential – The previous branding lacked a scalable identity that could resonate with audiences beyond Qatar. 

• Disconnected Brand Experience – The visual identity and brand messaging lacked a cohesive storytelling element. 

• Generic Packaging and Collateral – The restaurant's packaging, menus, and branding materials did not contribute to a memorable dining experience.

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.

• The new name is unique, memorable, and scalable for regional and global expansion.

The transformation from Biryani Express to Ruzstan demonstrates how a strategic rebranding—rooted in storytelling, sensory branding, and cultural authenticity—can elevate a business. Deepmark successfully created a rich, immersive brand that resonates with customers while setting the foundation for long-term growth.

With a compelling new name, engaging messaging, and cohesive brand experience, Ruzstan is not just a restaurant—it’s a land of flavors waiting to be explored.