MEED, once the acronym for Middle East Economic Digest, came to us to help them make sense of their brand issues. Confused about what they stood for, customer confusion around their services, a dated logo and communications style – they needed help.
After research into name recognition and basic customer and non customer awareness, we found that no one knew about the acronym and only knew them as MEED, that customers found them dated and un-inspirational.
We’ve defined their brand strategy, re-did their logo and brand comms and today they are a fresh, contemporary and leading middle eastern publication and business intelligence company.
Migration Museum Project is a charitable organisation seeking to create Britain’s first museum of migration – an institution to celebrate the role migration has played in the national story.
Set up by a group of experienced professionals from immigration, human rights, museum, literary and artistic backgrounds, Garden was approached to help push this creative and thoughtful project forwards.
Pace are a leading architectural practice based in Kuwait, providing architectural solutions across the world.
Pace came to us to help them make sense of their brand. Years of not applying change had held them back, with a name that was an acronym based on an old proposition, we convinced them that as the acronym no longer made sense, they should embrace the more metaphoric meaning to the word. Additionally, they moved to a position of simplicity, removing all the noise and leaving just pure clarity of the offer.
Mobily was a new entrant into the Saudi market, a market that is made up of over 50% of youths under 21, and a market with a strong relationship to technology and global brands. This was Etisalats’ first venture into the mobile market outside of the UAE, which was a big success. A brand that offered the youth of Saudi an opportunity to embrace a cool brand of its own.
The brand was created around simple contemporary black and white photography, and a clean fresh colour palette that sits well under the warmer sky’s of the region. The mark itself started out aligned to an Arabic letter form, but the core expression was to signify a gateway as well as a speech shape.
We created the brand name, brand strategy, store design, packaging design, retail interiors, brand guidelines, point of sale and much more. Considered the Nike of the Middle East, this is now a brand that can be seen across the middle east.
Since entering the Saudi market as a franchise in 2004, it has gone on to dominate much the the regions telco industry, and now with outlets across branded outlets (FBO’s), co branded outlets and kiosks.
When it comes to luxury packaging design, we feel it requires several levels of understanding to allow the pack to connect to the consumer. There needs to be a concept that can flow throughout the range, something that allows for rich story telling, to be playful and fun. It needs a style that is visually arresting and uses a different approach to the traditions of conventional packaging – be brave and explore new approaches. It needs something that either creates a smile in the mind, or evokes the imagination. It needs to have impulse, to want to see it, to touch it. And it needs texture, depth and lots of layers. And if it’s something that instinctively people want to keep, it becomes a powerful thing that goes beyond the conventional pack.
This is an experimental concept ale the soul of which is victorian East London focused (the Bow Bells). The concept is based around the gilded mirrors that were once common among the East London ale houses, and can still be found today preserved in some bars across the UK. Never produced and only a ever created as an experiment, however we managed to get the concept off our chests.
The idea for the ales were to come in different strengths and named accordingly, 5 – five to midnight, 3 – ladies brew & 8 – super strength
We re branded EDC to Summerhill + Co, creating a contemporary and elegant visual identity that works across their eclectic mix of premium contemporary furniture. We took them through a 4 stage design process, exploring the proposition and resolving at a cool and sophisticated company.
The design uses a simple black and white solution of differing patterns, each pattern can be used to suit any particular furniture style.
AutoPro is a premium car care offer that is both forecourt and independent roadside retail offer.
A benchmark car care brand, leading the way in roadside car care retail. We did the research, strategy, identity creation, design implementation and interior design. This concept has been rolled out across Dubai and is now a franchise package too. Another bench mark branding project by a leading creative agency.
We designed every touch point, from seat covers, to interiors, from uniforms to air fresheners, from wayfinding to livery, from stationery to promotion and advertising.
Garden undertook an re brand and image refresh project for the car shuttle offer of EuroTunnel. With clear objectives for the project, we worked closely with the EuroTunnel team to create a cohesive strategy and identity design to be launched in phases.
The objectives for the re brand was to build onto the heritage of the brand, connecting the UK and Europe’s own brands, and making people understand that this offer is about the car shuttle service rather than the people carrier that it is often confused with. It was also to provide the customer benefits that using a car to get to Europe has.
We approached the challenge on several levels, firstly we made sure that we created a visual identity that shared European and UK values, using the rich blue and red heritage. By creating a mark that showed the flow from two sides created a sense of simplicity and freedom. We created a tagline ‘drive though europe’ clearly set the customer benefit on every brand touchpoint.
Essentially, we created an attract, engage and convert approach, by owning the colour palette we get instant association with UK/Europe offer, the tagline defined the benefit and differentiator of it being a car shuttle brand, and by using images that inspired the imagination we manage to seduce hearts and imaginations.