LeMont
The food already had a story.
The brand didn't tell it yet.
The same restaurant, twelve months apart
One of these was designed.
The other was posted.
Gold borders.
A new template every week.
Every post.
Reach on all of them.
IBM Plex Sans carries the facts.
The distance between them is the brand.
Photographed the way it is actually eaten
What if you could taste the identity?
A drink that tastes the way the brand sounds — served on the same green check the room is built on.
Content that feels like the place.
The grade
Three grades. One felt like the room.
FemiCora
Your pelvic floor is already part of your life.
Almost nobody was taught it.
DM Sans carries the facts.
Butter for what matters. Baby blue for what reassures.
One subject, split into four things a woman can ask for.
Pain & intimate health
Discomfort, tension and intimacy, discussed plainly and without embarrassment.
Bladder & bowel support
Urgency, leakage and habits, and how everyday behaviour interacts with the floor.
Pregnancy & postpartum
What is normal, what is not, and a calm route back to strength.
Movement & prevention
Breathing, pressure and training, so the floor is supported before anything goes wrong.
Photographed like real life, not like a clinic
Learn in the way that works for you.
1:1 online guidance
Private sessions, anywhere. Your questions, your body, your pace.
Private · onlineBerlin workshops
Small groups, in person. Learning together makes the subject ordinary.
Groups · in personEducation & prevention
Structured, evidence-informed material for the questions that come before symptoms.
Self-paced · evidence-informedWomen’s health physiotherapist
By a woman, for women. She built FemiCora so pelvic health could be understood long before it becomes a problem to solve.
“For the first time someone explained my own body to me, calmly, and without making me feel broken.”
1:1 session“I came in anxious and left with a plan I actually understood. No jargon, no shame.”
Online guidance“The workshop changed how our whole team thinks about pelvic health.”
Studio workshop, BerlinLeMont
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Strategy · Branding · Product Direction · Cinematic Content · Growth
Berlin · Hospitality · Ongoing · 2026
Signature Move
Levantine Blush
Rhubarb · Rose Water · Apple
A signature drink shaped from ALETRA's wider idea of bringing Levantine flavours into unexpected contemporary combinations.
Concept direction and naming by ALETRA.
The Challenge
A restaurant with more to say.
LeMont already had the food, the space, live music, events and an established audience.
What was missing was one clear identity connecting them.
The challenge was not simply to improve social media. It was to make the entire restaurant feel like one recognisable brand.
The Idea
Rooted in the Levant. Refined for Berlin.
The goal was never to remove the culture. It was to express it without cliché.
Rooted · Refined · Warm · Shared · Modern
That direction shaped the identity, content, drinks, dining experience, communication and future positioning of the restaurant.
01 — Identity
Culture without cliché.
A more restrained visual world replaced generic ideas of Middle Eastern luxury.
Deep green, warm ivory, editorial typography and a cleaner visual language created a contemporary expression of the Levant.
Colour
Dark Forest Green #202A25 · Warm Ivory #F3EFE5 · Soft Sage #A8B39E · Muted Butter #E7D79A
Typography
Instrument Serif for editorial headlines. IBM Plex Sans for information and supporting communication.
02 — Experience
A brand you can taste.
Brand thinking moved beyond the logo.
Rose water, cardamom, hibiscus, citrus, herbs and floral flavours became part of the wider creative direction for signature drinks and dishes.
Don't just tell guests where the brand comes from. Let them taste it.
03 — Cinematic Content
From showing food to creating desire.
Photography and film shifted from conventional food presentation toward texture, movement, hands, preparation, atmosphere and experience.
The goal was not just to show what the restaurant serves. It was to make people imagine being there.
The Result
From restaurant to brand.
ALETRA connected strategy, identity, experience and cinematic content under one creative direction.
Strategy → Identity → Experience → Content → Momentum
LeMont · Berlin · Ongoing · 2026
More Cases
Your story, grows with us
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The studio works across branding, high-end web design and cinematic content production — bringing strategy, identity, digital experiences, photography and film under one creative direction.
AI accelerates research, exploration and production.
Taste, strategy and creative direction stay human.
Human taste. AI speed.
Based in Berlin, Germany — working worldwide.
Founded & creatively directed by Alessandro Tarshahani.
Part of the Contra Labs Network as a Brand Designer.
