The name “The Surf Café” carried a different feel from the one we established as the new direction, so we decided to change it to Leen’s. Here’s why:
• Given that people prefer to identify with people rather than brands, we have chosen restaurant owner Claudio Leenders as the central figure. We shortened his last name to a more memorable version.
• From an audio standpoint, the name Leen’s is reminiscent of the English word lean, which resonates well with the restaurant’s ideal audience, who are conscious about healthy eating.
• Finally, Leen has a geographical significance since it represents an Arabic female name, which means softness and gentleness – like the service that Leenders cherishes with its team. Also, the name signifies life prosperity, which relates well to the target audience.
Since the concept of the restaurant is entirely new, in comparison to typical restaurant types, we have developed a new category: casual-to-gourmet. It is characterized by a relaxed atmosphere, with no dress-code and five-star food.