The INDEX Media Case Studies:
ATHAR BY THE Q LAB:
LAUNCH CAMPAIGN
THE CORE IDEA:
INDEX Media built Athar by The Q Lab from the ground up, from brand identity to launch campaign, photography, and PR, for its opening at City Centre Mirdif, Dubai.
ATHAR is the timeless imprint, a mark that remains long after a moment has passed.
Inspired by Emirati heritage, it reflects the warmth of returning home, the generosity of an open majlis and the memories created around a shared table.
ATHAR was created as a contemporary expression of Emirati identity, a Dubai restaurant experienced through food, coffee, design, and hospitality.
THE BRAND IDENTITY
THE OBJECTIVE:
Create a distinctive branding for a new restaurant that represents the pinnacle of Emirati culture, excellent hospitality and unforgettable experiences.
THE CONCEPT:
The bilingual logotype bridges Arabic tradition with modern clarity.
The marque is a combination of three diamond-shaped dots, inspired by traditional Emirati doors and dekka (دكة) representing the brand’s core values
Generosity.
Connection.
Legacy.
Each is a value, which holds the trace of our land’s journey. Together they are what makes
our home the imprint of every welcome offered.
THE VISUAL DIRECTION:
The colors from the Emirati landscape combined with refined typography and heritage-led imagery, were brought together into one consistent visual identity to balance Emirati heritage with contemporary elegance.
THE LAUNCH CAMPAIGN
و يبقى الأثر
THE SOCIAL MEDIA CONCEPT:
An introductory social media campaign built as a 3-part video series inspired by the life and enduring legacy of the late Sheikh Zayed bin Sultan Al Nahyan, each film connected his legacy to one of ATHAR’s defining values.
The series continued through authentic interviews with the founder, art director, interior designer, chef and barista, revealing the people and ideas behind ATHAR.
THE PHOTOSHOOT
A full visual production capturing Athar from every angle. Styled menu and product shots, elegant drink photography from signature pours to Emirati Gahwa, sweeping venue captures, and refined lifestyle and beauty shots.
THE PR:
A targeted PR campaign was developed and executed to bring the restaurant’s story, Emirati identity and distinctive dining concept to the forefront.
THE IMPACT:
The campaign generated strong social media engagement and introduced the restaurant to wider food, hospitality and lifestyle audiences.
This momentum translated into real-world interest and strong footfall, establishing ATHAR as a distinctive new Emirati dining destination.
A brand inspired by the meaning of an imprint had begun leaving one of its own.