Made with passion, served with love

Al Aseel is one of the fastest growing Middle Eastern restaurants chain in Sydney, Australia. This highly awarded brand has won some of NSW’s most prestigious awards.

Handle Branding, alongside Wonderland Media and DS17, were contacted to evolve the Al Aseel brand. We crafted a refreshed logo, brand guidelines, business cards, posters, flyers, vehicle wraps and social media graphics.

The story of Al Aseel began in 1999 when the passion for quality Lebanese food led Faysal El-Abd to start his own catering company from home. After only a few years in the catering game, family and friends began encouraging Faysal to open a restaurant of his own. In 2002 Faysal and his founding partner, Charlie Obeid, purchased their first 100 seat restaurant which has become one of Sydney’s most awarded Lebanese restaurants, Al Aseel Greenacre.