2025 Winner

Louf is a Palestinian restaurant in Toronto that blends Palestinian and Canadian cultures by using local, Indigenous and imported Palestinian ingredients. Co-founded by a Palestinian chef and a Canadian entrepreneur, the restaurant is named after louf, the black lily native to Palestine. Louf’s branding features a colour palette inspired by sumac and olives, two ingredients essential to Palestinian dishes that the restaurant sources directly from Palestine, while the logo integrates Arabic accents within English typography. The main food and drink menus feature traditional Palestinian embroidery (a 4,000-year-old art form) handmade by two artisans from Gaza who now live in Canada. The evolving seasonal menu is reflected in the branding through a visual sign-off of three dots – resembling an ellipsis – symbolizing an ongoing story. This motif is inspired by Arabic calligraphy and appears across all elements.

Credits

y (design house)
Creative Director: Amira Hassan
Copywriter: Savio Alvares
Palestinian Embroidery: Mohammad Musallam and Suzanne Shath
Motion graphics and video editing: Lucas Hoang
Footage: Aleem Miller - ROYCEVISUALS STUDIOS
Photography: louf
Voice Over: Olga Hassan