54° East is a progressive global business enterprise. The goal of the company is to calculate each step – strategically considering the future while progressively changing the present. This strategy has allowed us to become a leader in the region with plans for expansion throughout the Middle East, Africa and Europe. We have extensive knowledge in providing quality products and experiences, and it is this expertise that allows us to not only identify trends, but to set new standards within this fast-paced and ever changing industry. The business model has built a well rounded, sophisticated corporation with a distinct difference from the competition. This is represented both in the portfolio and the approach. 54° East is at the forefront of bringing unique experiences to urban and metropolitan settings.
The name, 54° East, cleverly represents the longitude of Dubai, the headquarters of the corporation. This dynamic city is well-suited for the company’s forward-thinking and fast-paced attitude. The identity is a bold mark with a smart usage of Dubai’s famous buildings within the image. It suggests the cityscape of Dubai and cleverly introduces the skyline within the fork suggesting a modern, cosmopolitan Food & Beverage organization , The logo and name together immediately convey the company’s focus on cosmopolitan restaurants that serve a modern cuisine which was the birth of the enterprise business line in 2008.