In 2011, Pearl Fisher[11] created a new visual identity for Lebanese food retail chain, aiming for a "bolder contemporary look and feel".[12] Jonathan Ford, the Creative Partner in Pearl Fisher, said, "The new logo is a distinctive, modern marque that provides a more literal and graphic expression by creating a simple link between the thyme and the oil, the leaf and the droplet, and forms a distinctive "Z" within the negative space."[13]