Wafi is a Saudi forecourt offer, the first Saudi offer to be based around sustainability and modularity. Changes to policy in the region meant that all forecourt offers need to raise their standard to align to international levels, however the model has been mostly based around fuel and not retail in the past, and changing the focus to retail has meant many changes. Equally as important is the fact that most forecourt outlets could not afford to re build their outlets, and so modularity for cost reasons as well as faster implementation has been imperative.
Afriquia is Africa’s largest forecourt offer, with over 500 stations located across north Africa.
Afriquia forecourts have used the wave in its canopy since the 80’s, which has become an iconic element to their brand – one of our challenges. Knowing that we needed to keep the wave, we simplified the shape and made the finished result modular.
The brief was to re vamp their forecourts, taking what had been before, the wave canopy, the bright colour palette, their blue, and to make a warm, friendly and national forecourt.
From brand strategy, re brand, forecourt design, convenient (C-store) design, cafe design, all application, such as advertising and promotion, wayfinding, uniforms, website and general digital, corporate brand, traffic flow, product sales systems, totems, canopy, pump island, point of sale, livery, tanker design, basically every detail.
We also designed the canopy and supplied design intent drawings, the buildings cladding, lighting, spreaders. We supplied full guidelines, including CAD details, and in both French and Arabic.
Designed by Garden – a global branding agency, unique experiences.
Activating brands and connecting with customers has seen a dramatic change in recent years, certainly with large corporations now understanding that the battle for consumer hearts and minds is now in their pockets. Where at one time a brand was created, its assets and guidelines provided to advertising agencies, they then created campaigns to be advertised through conventional channels, today it’s a different story. People now view posts from their phone or computer through their social networks, they watch videos created by community colleagues, purchase and then review. Their first physical interaction is when it is delivered to their house, and from here they review and post online – a new cycle for consumer engagement.
Today, and I say today as I know this is changing rapidly, but right now the influencers are building the connections to big brands, they are what sells products and services. What has been proven is that much smaller investment into influencers via social media channels has much bigger impacts on profitability than vast amounts of investment into advertising.
This is interesting, it means right now people trust what people are saying on social networks, it means that these are powerful opportunities for brands to connect in cost effective ways. Of course, this can only last as long as people trust that they are being sold products from genuine opinions, and that the influencer isn’t being ‘influenced’ by funding, no matter what that payment would be.
Of course, there are lots of micro (or macro) influencers, the local blogger, the mum who purchased a new child water bottle that she loves and tells all her friends. But what this means is that the influencer, as long as they have few followers, are the ones that people will start to trust, and then of course people will be looking for opinions based on a small amount of followers. Of course this is complicated, and there are many things to consider, for example, there is a whole new spate of brands not using social networks and influencers to promote their products, but actually to create bad publicity for their competitors – wow, yes it is complicated and even rather dark.
The learning here for me though is this; connections to consumers has changed, and it will continue to evolve, however what is imperative is honesty, trust and the need for virtuous brands that live and breath what they are about, as above the effect of social influencers is brand, and brand start from within, they effect the product, the innovation path that a product takes, it effects staff, experience and eventually consumers opinion, and when brands get it wrong, if they have clear consciences, it becomes simply taking back learnings and make things even better. The result is a better brand, better experiences, better consumer opinion, better reputations, bigger profitability, greater shareholder value.
Spirit of the Emirates is an exciting concept that we are hoping will one day grace the sky’s of Dubai and the first airship (Zeppelin) tour business in the MENA region. It aspires to be a symbol of tourism and national pride for the UAE by offering one-of-a-kind air tour experiences.
A sponsorship opportunity for big brands, as well as a mesmerising experience, gracefully flying from one end of Dubai to the other, it brings with it many experiential moments, from the launchpad, to the airship, to sharing the experience with friends and colleagues.
From brand strategy, brand creation, app interface design, website design, brand guidelines, promotion, we have been building this brand for some time, and are looking forward to see this great idea in the sky’s of Dubai.
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.
Working with Sainsbury’s London office for over 12 months, we helped them achieve record growth in their non food sector, from research and customer perception, through strategy, naming, customer journey, identity creation, implementation, and creating guidelines as well as packaging, labelling, photography and comms language (above & below the line). Additionally, we have helped them build an endorsement strategy and consultancy for celebrity endorsement and campaign structure for both primary and secondary level endorsement.
A re brand by Garden – one of London’s strategic branding agencies.
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.
Diddy Bites is a healthy food product for babies and children. Made from organic and nutritious ingredients, Diddy Bites muffins are both tasty and yummy.
Garden were asked to come up with a fun and warm brand that was a fresh outlook to the category. Working to a tight deadline of just 4 weeks, we created the brand, designed the packaging as well as design and build their e-commerce website http://www.diddybites.co.uk
The brand uses a set of animals to build a playful and quirky brand expression, and it uses a bite shape taken out of the packs. The colour palette is soft and gentle pastels and the logo itself is created in a light and fun way.