we're about
indulging in the
extraordinary
[ From restaurants to cafés, lifestyle concepts to pop-ups - we build identities, campaigns, content and experiences that make people stop, feel and remember. ]
CLEARLY WE'RE
NOT NORMAL
[ OUR STORY ]
[SINCE 2025]
Founded by Khalil Khouri
the former Head of Marketing behind some of Dubai’s most awarded restaurants. including 3Fils, BRIX, and Bordo Mavi - Not Normal was born from a simple idea: The world doesn’t need more of the same.
After shaping brands in Dubai’s competitive dining scene, collaborating across Beirut’s creative landscape and now operating from Sydney, Not Normal brings a global hospitality perspective to every project. Different markets. Same standard: bold thinking, strategic clarity and experiences people remember.
From brand foundations and identity systems to menu development, campaign direction, packaging, content, digital strategy and on-ground activations - Not Normal partners with restaurants, cafés and lifestyle venues ready to carve their own lane and own it confidently.
Everything is rooted in hospitality. We understand what makes a concept resonate, what builds genuine guest loyalty and what transforms a venue from busy… to unforgettable.
This isn’t an agency that follows trends.
It’s a studio that builds brands with staying power - across cities, cultures and communities.
Our clients are dreamers who’ve poured their lives into building something special.
They understand that hospitality is personal, and that every interaction - from the font on a menu to the vibe on Instagram - matters. We partner with them to bring clarity, creativity and consistency to every touchpoint of their brand journey.
