From Concept to Experience: Building Habanos Cigar Lounge
A 360° Brand Development & F&B Marketing Project
THE PROJECT
Taking a hospitality concept from the initial strategic foundation to its market launch and ongoing commercial promotion.
Habanos Cigar Lounge was a comprehensive brand development project where I contributed to building the concept, defining its identity, introducing it to the market and developing the marketing materials supporting its operations.
My involvement extended across brand strategy, naming, launch coordination, public relations, bilingual menu development, sales presentation, photography production and promotional design.
01 — Brand Strategy & Naming
Building the brand from the ground up
Developed the initial brand strategy, exploring the concept, positioning, inspiration and target audience. Led the naming exploration, presenting six potential brand names before selecting Habanos as the final identity.
Deliverables: Brand strategy, naming proposals, concept development, target audience definition and creative direction.
02 — GRAND OPENING & PUBLIC RELATIONS
Introducing the brand to the market.
Contributed to the lounge’s opening ceremony and coordinated local PR activities to introduce the new concept and generate awareness within the local market.
Deliverables: Opening ceremony coordination, local PR coordination and launch communication.
3. Bilingual Menu Development
Bringing the brand into the guest experience.
Developed the Habanos Cigar Lounge menu in both English and Arabic, creating bilingual guest-facing materials to support the lounge’s daily operations and service experience.
Deliverables: English menu, Arabic menu, menu layout and graphic design.
04 — SALES PRESENTATION
Equipping the commercial team with the right tools.
Created a dedicated Habanos sales presentation to communicate the lounge’s concept, positioning and offerings, supporting the sales team’s prospecting activities and lead generation efforts.
05 — IN-HOUSE PHOTOGRAPHY & PROMOTIONAL DESIGN
Turning visual content into guest-facing communication.
Designed a double-sided A6 table flyer for Habanos Lounge, using the newly produced photography to promote its Arabic Coffee and Afternoon Tea offerings directly to guests.
MY CONTRIBUTION
Brand Strategy
Brand Naming Concept Development
Public Relations
Event Launch
Bilingual Menu Design
Photography Production Graphic Design
Sales Presentation
F&B Marketing