A glance at how we integrate our thinking in Strategy, Design, Space and Dialogue disciplines to maximize your brand’s value.
Reimagining the concept of Grab and Go in North America.
Fresh Del Monte Produce, the leading supplier of fresh and pre-packaged food and beverage, introduced a farm-to-table concept that serves fresh grab-and-go products for convenience called FRSHst – a modern, minimalistic & hipster concept for the Millennials. Fresh Del Monte Produce was already in business and operating a limited number of quick-service restaurants (QSR) in the GCC in high catchment areas like hospitals and airports.
The Food & Beverage industry is a very fast-paced sector, where patrons are often looking for new and differentiated concepts, specifically amongst the Millennials. They are always on the lookout for the next new thing and are in constant search of an experience that leaves a lasting impression.
Keeping this in mind, FRSHst was created to bring our consumers a source of delightful enrichment.
After having prepared an in-depth market analysis of the QSR industry, a look at competitors, and a kick-off session with the Del Monte team, we discovered that providing the target audience with fresh yet convenient food on the go was the ultimate route.
Our key challenge for this project was to create a unique and differentiated name that is ownable, as well as an identity for the QSR restaurant, reflecting the following brand positioning. Our strategy was to define the key target audience, who were the working-class Millennials, and then draw insights from their wants and needs.
We concluded that we are dealing with consumers who are very conscious about their food and choosing healthy options. In order for us to engage with them, we had to speak their language. Their conversation came in the form of a language that kept up with their fast-paced lifestyle.
Numbers would replace words, and words would omit letters. So, we adapted the language of “generation-text” or GNR8N TXT.
We went ahead and mapped out all the players against a naming convention to give us an indication on which territory most competitors are claiming. Thereafter, we evaluated names against parameters in a naming validation matrix, and, based on our understanding of the naming analysis, eliminated a few of the conventions which we felt did not represent the new restaurant.
Being a Fresh Del Monte Produce brand, it was necessary to associate FRSHst with the parent brand. Keeping this in mind, there was a necessity of some association with the parent brand where distinctive elements were borrowed.
The brand name drew inspiration from the concept of a “street”, where we came up with the idea of FRSHst – a street name, pronounced FRESH STREET. With this idea in mind, choosing an urban and modern style of street signage was our starting point.
The frame of the logo was created by stretching out the Del Monte shield from the logo into a street sign shape. We then manipulated the element to reflect a shape similar to a street sign.
We looked at a typeface that would best fit the other design elements as well as resonate with the mindset of Millennials. We were confident that our font needed to be sans-serif; as street signs and cellphone message chats are all designed using that typeface. However, choosing a font was not enough; we needed to ensure that this typeface was ownable and differentiated.
We chose the font ‘UNICA ONE’, which is a condensed unicase sans-serif style. This typeface gives a good experience for composing headlines and short texts, where readability and simplicity are some of the virtues. We made the typography ownable by changing the way the letter “S” looked and added a leaf in the shape of a sprout that was inspired by Del Monte as a graphic element.
The color palette of the brand was inspired by the fresh ingredients and produce that we use in food. Each color was carefully inspired by fresh food and ingredients where all the colors work together in harmony.
We created icons using the idea of the single sprout shape that is used within the logo. Each icon represents a zone or area within the retail space. The horizontal baseline, under the icons, is derived from the line under the super-scripted “ST” in the logo. The retail zones were one of the few defined areas that were part of the brief. Upon Brand Lounge’s recommendation, the names of the areas/zones were changed to fit the brand strategy.
The pattern follows the same rules of construction as the icons, where we use the leaf sprout as the guiding inspiration for brand identity.
We proposed a new brand name, built a consistent and meaningful visual experience, and ensured the entire brand ran consistently over various touchpoints. Upon internal presentation to the client team and management a consensus on the brand identity was immediately formed. We have created a differentiated brand that can communicate to our target audience across cultures and continents.
Elevating the healthcare industry in Saudi Arabia.
Salehiya is a leading healthcare distribution company in the Kingdom of Saudi Arabia. It is a legacy business which was established in 1964 by Sheikh Mohammad Bin Saleh Bin Sultan who had a vision to improve the way healthcare was being delivered in the Kingdom. He set out to create a hospital that catered to his own family needs, and thus Salehiya was born.
Today, Salehiya is no longer a hospital, but an ecosystem of healthcare distribution with logistical excellence. However, there was a need for transformation. That’s where we came in.
After an in-depth and insightful regional market analysis, a competitor benchmark investigation and a kick-off session with the Salehiya team, we discovered that the business was in need of an entire rebranding, a new purpose, and a digital shift in communicating the brand. We embarked on a journey to metamorphosize the way the brand is perceived in line with Salehiya’s true purpose.
As Salehiya is a legacy business, our main focus was to align a purpose that was meaningful to the foundation of the company. The key idea behind their purpose was not to simply create a supply chain of healthcare distribution; it was more than that. Salehiya exists for a bigger reason, to better the entire community for generations to come. Their purpose needed to echo this narrative throughout all aspects of branding. We then examined their identity and created a new one that would stand the test of time.
Our target audience was focused on 3 segments; Salehiya’s existing clients, their potential clients, and the community of Saudi Arabia. In order to appeal to clients as well as consumers, we developed a rebrand that emphasized innovation in all its aspects - visually, communicatively and purposefully.
When we began working with Salehiya we started by looking at a brand that needed urgent development in order to appeal to its current and future target. The brand was outdated and had not been touched for years, with no strategic communication or marketing being done towards how the brand is performing or what the audience needs in the Kingdom. When we dug deeper through a brand audit and stakeholder interviews, we understood that Salehiya is actually one of the biggest healthcare players in the Kingdom but very few people knew about them because of their lack of communication.
Their purpose and visual representation did not reflect their positioning, either. With very little data available of the wants and needs of its customers, there was no clear roadmap of where the brand should be going.
We conducted research analysis and a brand voice audit between themselves and their competitors to figure out how Salehiya will need to communicate on a digital level. We also conducted a qualitative survey of the public in the healthcare industry, targeting those who work in healthcare such as government healthcare professionals, procurement entities, food and drugs authority, etc., in order to understand what their needs are and what they look for in a partner. We analyzed the data to isolate a niche in the market, where we can have that point of differentiation for Salehiya. Considering the long-standing history, we reached the idea of elevating the healthcare experience - more than just suppliers and distributors, but the ones who are enabling the healthcare community in the Kingdom of Saudi Arabia.
The Salehiya Logo is a metamorphosis in transition. Inspired by the light and the behavior of the butterfly, the logo is a combination of layers and modes to achieve the desired effect. The final shape gives a feeling of motion and transformation taking place giving it a sense of dynamism and evolution.
The English logotype in the wordmark is inspired by Museo. The typeface has been slightly altered for geometric consistency in the wordmark. The Arabic logotype in the wordmark is inspired by Tajawal. The typeface too, has been altered for geometric consistency in the wordmark.
The colors of Salehiya reflect constant change giving the brand an analogous palette with high contrast hues.
SNOW and SLATE will be used as base colors and will mostly be used in majority when it comes to the background of a collateral. They will alter as body text colors too.
SKY is to be used for text headlines is some cases for emphasis, for e.g. a quote on a social media post.
SAPPHIRE can be used for text headlines is some cases for emphasis as well.
SPACE is to be used as an element color to add visual stylization to collaterals, for e.g. as a shape or object.
SPIRIT is to used in limited applications as a highlight and never to be used in main context, for e.g. as lines in an infograph.
The Salehiya Wing is inspired by the dissection of the Salehiya logo and it is the shape that defines the agility and dynamism of what we do.
To reach the desired and optimal results, we went ahead and mapped a new purpose, transformed the visual identity, built a meaningful brand space, defined a digital strategy and set a tone of voice for Salehiya’s communication. The new Salehiya was rolled out in an internal launch with the entire team and the new brand was formed. We have created a differentiated and innovative brand that communicates and connects with its target audience, whilst maintaining its legacy for the years to come.
Developing the blueprint for world-class economic zones in Ras Al Khaimah.
From Free Trade Zone to Economic Zone.
Ras Al Khaimah Free Trade Zone (RAKFTZ) was positioned as one of the cost-effective and fastest-growing Free trade zones in the UAE and the investment destination of choice for more than 8,000 companies from over 100 countries, representing more than 50 industry sectors
Ras Al Khaimah Investment Authority was a free zone and an industrial licensing & promotion agency that was set up to attract investments into Ras Al Khaimah.
These two entities were considered under the foreign direct investment category of Ras Al Khaimah. Ras Al Khaimah Economic Zones (RAKEZ) are one of the largest Free Zones in the UAE, enabling economic growth through a progressive culture of excellence, cost-effective solutions and solid partnership with small, medium and large organizations throughout various industries and sectors.
As believers that any brand design should be strategy-led, creating the new visual experience and identity of RAKEZ was built on a strong strategic route and creative inspiration from the natural beauty of RAK.
The new concept is a wholesome idea that balances inspiration and thinking, resulting in an iconic emblem, a powerful type and a dynamic identity.
RAKEZ colors reflect a modern look and feel that is considered as daring for a corporate and governmental institution.
The RAKEZ aqua green has become an ownable and differentiated element in the identity and is being well regarded and recognized in all of the brand’s traditional and digital communications.
Post our research and brand audit, we found out that RAKFTZ AND RAKIA overlapped in terms of offerings, roles and geography.
In our strategic implications and recommendations, we communicated to the top management of RAKFTZ the importance of collaborating with RAKIA - because together they will create a stronger proposition for investors looking to invest in RAK. They will also provide a bigger platform and more agility to compete in the GCC region as well as globally. The new brand that we were working on fits a new proposition, where these two old entities can strive to serve the interest of investors and Ras Al Khaimah rulers vision.
We wanted to reduce cannibalization – two entities in the same roles are cannibalizing each other - and remove confusion from an investors perspective on who is doing what. Both entities have the same stakeholders, they are managed by the same board and are both targeting investors in different segments and categories.
We wanted to create a brand with a logo concept that was based on strategy, differentiated and reflects union and had a rich and modern visual experience.
The new concept was built and conceptualized around union and stability: depicting Jabel Al Jais, - an iconic and the highest mountain in UAE, as well as the sea - resorts and beach fronts, which RAK is well known for as well.
We were also inspired by the idea of union - the merger of RAKIA and RAKFTZ - where two mountains are interlocked showing stability, teamwork and power. Our logo was based on the shape of the mountains and the colors of the sea and we also interlocked them to reflect the union.
The typography was created and customized to make it ownable and modern using a sans serif font with visual synergy between Arabic and English. The identity elements of the brand were also conceptualized from the topography of RAK.
With this fresh identity, new modern colors and differentiated logo the brand can now appeal to a wider audience with a progressive idea.
While designing the logo and identity we experimented with a lot of different shapes and sketches to come up with an iconic symbol that can carry the brand globally while being the pride of the region.
One of the biggest risks we took was presenting only one concept to the client, but with a strong belief that the new brand identity and concept were crossing all the tick marks of a strategic-based creative design. We were able to get unanimous approval from the stakeholders.
Creating an innovative challenger electronics brand.
Evvoli is a brand positioned around a breakthrough idea of design by evolution and growth by innovation. The new brand was added to a portfolio of strong brands competing in a fierce low-end market.
Evvoli is for the new generation of free and smart buyers who are seeking a brand that reflects their own individuality and lifestyle.
It’s a mix of a human-centric technology and a modern design approach that inspires people to evolve for life.
The home appliances and electronics category are one of the most competitive industries with very thin margins and a huge dependency on production partners for quality assurance and innovation.
MASA trading, our client in this exercise, has two successful brands – Star X (Tv’s and receivers) and General max (AC’s), playing in the low-end segment and targeting regional distributors. The owned brands are facing a lot of pressure from copycats and other Chinese players.
The management decided to be progressive with their thinking by creating a new brand that plays in a different segment and move the business to the future with better designs, better technology and modern branding.
Evvoli was built on a unique positioning – the idea of design by evolution, where we can make things better with our vision and the concept of growth by innovation, and where we can redefine the future.
After in-depth research to understand drivers of the industry, the future trends shaping technology and psychographic segmentation of buyers that deep dived into their interests, behavior and buying journey, Evvoli was born with a unique and invented name that merges the idea of evolution and life.
The brand concept is about transformation and movement, it’s a mix of art and design thinking.
It started with how everything in this world - earth, nature, humans and technology are in a constant state of evolution. We are all inspired by the movement that represents the evolution in our creative approach, where we see movement in sound, in vision, in art, in life and where every design starts with a movement.
The new emblem is a depiction of the first two letters of Evvoli – E&V. They are in a spiral shape that gives you an impression of a continuous movement – with no stops and no ending.
The typography was created and constructed to show our thinking as technology pioneers.
The colors we used to dress the new shape are carved from colors of nature - from the vibrancies of our world, from the Italian street buildings, from the shades of sunsets, from wall graffiti.
The brand Evvoli was born to send a message that this is a brand for humans who are always in action and are always in a state of movement.
The brand is released in Q2 2018, it has been registered all over the world as a trademark.