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WORK

A glance at how we integrate our thinking in Strategy, Design, Space and Dialogue disciplines to maximize your brand’s value.

  • FRSHst

    Reimagining the concept of Grab and Go in North America.

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    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.

    project intro

    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.

    DISCOVER

    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.

    Dicover image

    UNCOVER

    Uncover image

    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.

    DIFFERENTIATE

    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.

    Logo buildup image

    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.

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    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.

    Typography image

    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.

    Typography image

    Identity Summary image

    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.

  • RAKEZ

    Developing the blueprint for world-class economic zones in Ras Al Khaimah.

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    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

    project intro

    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.

    DISCOVER

    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.

    Dicover image

    UNCOVER

    Post our research and brand audit, we found out that RAKFTZ AND RAKIA overlapped in terms of offerings, roles and geography.

    Uncover image

    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.

    DIFFERENTIATE

    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.

    Logo buildup image

    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.

    Typography image

    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.

    Typography image

    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.

    Typography image

    Identity Summary image

    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.

  • Evvoli

    Creating an innovative challenger electronics brand.

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    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.

    project intro

    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.

    DISCOVER

    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.

    Dicover image

    UNCOVER

    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.

    Uncover image

    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.

    DIFFERENTIATE

    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.

    Logo buildup image

    Typography image

    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.

    Typography image

    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.

    Typography image

    The brand will be released in Q2 2018, it has been registered all over the world as a trademark.

CLIENTS

abdul latif jameel
abjadiyat
abu dhabi Police
abu dhabi media
ad base
adfg
adnoc
aims
aims square
ajar
ajman sewerage
al akaria
al dhahia
al foah
al hosn
al-sayer
aldahra
alhilal
alif
arabic language academy of sharjah
aswaaq
auchan
avivo
avivo clinics
baynouna
besix
bimma bay
blink experience
bupa
crown flour mills
daman
del monte
dgc games
digitum
doubletree
dubai global autonomous
durub
ega
ehs
emaar
etihad reit
eub
evvoli
fashion & art film awards
formedough
frshst
fusion 5
glo
government of dubai media office
heart of jeddah
here2there
hillrom
hilton
hilton garden inn
holy quran academy
hyperpanda
imrak
ipot
ittihad
jagal
jnl
jumeirah
kaizen
kiwi
klub kangaroo
la cure gourmande
leadright
leman
livinstyle
medpharma
michellin
mku
nama
nawah
nazer
nigerdock
novartis
osheq
oshkosh
p&g
piyam box
potatoville
primacare clinics
printpac
pulsar
qasr al sharq
rack center
rakez
reem
rta
salehiya
sarvest
sharjah media corp
sig
siifz
tabreed
twelve circles
uneva
usturah
vatpro
waqf
zadina
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