Toureef & Beit Toureef

Creative Director • Heritage Brand Development • 2018-2019 • Lebanon

Comprehensive brand architecture and environmental design for Lebanese cultural heritage project, creating sophisticated visual identity celebrating traditional craftsmanship and artisanal excellence.

Role: Creative Director
Duration: 2018-2019
Scope: Brand guidelines • Interior design elements • Heritage positioning • Environmental graphics
Deliverables: Complete brand system • Beit Toureef space design

EXECUTIVE SUMMARY

Created comprehensive brand guidelines and environmental design for Toureef, developing sophisticated visual language that honors Lebanese heritage while appealing to contemporary luxury markets. This extensive brand development encompassed complete identity systems, detailed brand guidelines, and interior design elements for Beit Toureef—transforming traditional craftsmanship into a premium lifestyle brand that resonates with both local and international audiences.

The strategic creative direction balanced authentic cultural storytelling with modern design sophistication, establishing Toureef as guardian of Lebanese artisanal traditions while positioning it within the global luxury craft movement. Working across brand architecture and spatial design, I developed systematic approaches that ensure consistent excellence from packaging to retail environments. The Beit Toureef interior elements create immersive brand experiences that transport visitors into the heart of Lebanese craftsmanship, while comprehensive brand guidelines enable scalable growth without compromising authenticity.

Key Achievements:

Heritage Preservation: Visual identity celebrating Lebanese craftsmanship while ensuring contemporary relevance

Spatial Brand Expression: Beit Toureef interior design creating immersive cultural experience through environmental graphics

Systematic Excellence: Comprehensive brand guidelines ensuring consistent implementation across all applications

Cultural Bridge: Design language connecting traditional artisanship with global luxury craft markets