infinEAT Branding
Food Hall Branding
02/
Type
F&B Branding
& Interior
Lagardère
Travel Retail
client
2024
year
Riyadh, Burgas & Varna
Project Story
Lagardère Travel Retail is a pioneering global leader in the travel retail industry. Cumulating more than 160 years of experience in travel retail since the opening of the first bookstore in 1852 at Paris Gare de Lyon, it delivers new experiences for travelers every day.
SCOPE
Strategy
Brand Identity
Art Direction
Packaging
ROLE
Shaped visual direction across brand and marketing, aligning the team to a cohesive system of consistent, high-quality output. Delivered scalable assets that define an ongoing brand universe.
LOCATION
Riyadh, Saudi Arabia
Burgas & Varna, Bulgaria
The Brief
With over a decade of global food hall expertise, INFINEAT marks the brand’s next evolution. Built on proven savoir-faire, it is a forward-looking concept designed to redefine travel catering and set a new global standard.
INFINEAT introduces a next-generation food hall model, one that breaks convention through variety, efficiency, and experience. At its core is a simple idea: flavourful journeys, fresh always,
for every taste.
The concept brings together a curated, multi-brand offering that delivers both breadth and quality at scale. Seamless in operation yet rich in choice, INFINEAT is designed to meet diverse cravings with speed and precision.
This is more than a food hall, it’s an invitation to explore and taste, where every visit offers something new.
Brand Rationale
INFINEAT stems from infinite. A reflection of endless food possibilities.
By highlighting “eat” in shifting colours, the identity flexes across cuisines, cultures, and concepts.
Explore And Taste.
A simple invitation to move, discover, and indulge.
Built on two pillars:
Efficiency — a seamless, digitally optimised journey.
Playfulness — a vibrant mix of flavours and experiences.
A place to pause, refuel, and dive into variety, then leave re-energised for what’s next.
Developing sub-brands
Expanded the INFINEAT identity into a scalable logo system, creating distinct sub-brand marks that celebrate individual cuisines
while remaining unmistakably part of the parent brand. The result is a cohesive visual ecosystem, designed for consistency across
digital-first touchpoints.