Ajina
A consulting project for a Lebanese bakery, restaurant, and café concept in Saudi Arabia, connecting food development, kitchen operations, and brand presentation.
Developing the food concept
The family behind Ajina was already developing the concept, but the chef who was meant to help with the menu was no longer involved. I came in as a consultant to help refine the concept and put the practical foundations in place.
I developed the menu and recipes, including the bread, and helped set up the kitchen and organize the restaurant’s workflow around the menu we would be offering.
Connecting the product and the experience
My mandate extended beyond menu and recipe development. I also advised on branding, packaging, and marketing, helping shape a consistent identity around the food concept.
Ajina brought together several parts of my experience: developing the product, setting up the operation, and helping shape the brand around it.