We created a new and modular and contemporary forecourt design for Saudi Aria’s national forecourt offer. Although we didn’t change the logo, every other detail was re envisaged. The finished result is a modular, clean design which is a fresh and stylish contribution to the Saudi retail environment.
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.
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.
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.
We started the project with the benefit of a sound business strategy, which outlined the bigger strategic foundations of the organisation. Based on this knowledge we set about undertaking both research and brand audit. A basic understanding was that the government was opening up competition in order of improving competition and strengthening up the telecoms market, achieving this by allowing a new license for a new entrant.
We knew that Etisalat already had the trust of its people, but at the same time, it had a certain amount of resentment for owning a monopoly for a long time. This meant that we new the stability needed to remain, as did the cultural foundations that had been built, but that we needed to work on improving the brands connection with its people. Equally, we knew and anticipated that the competitor would come in and take the ‘new boy’ ground, we know they would take a progressive expression, and we knew couldn’t take that ground as the people wouldn’t accept it, a bit like your uncle one day dressing up in young fashion.
The result was a brand that borrowed from the good that it had built in the past, while creating a newer and fresher brand that expressed its new promise to be its customers for the future. With a clean white core base colour and a new fresher green colour palette that borrowed from the colour of Islam. We used a modern and friendly typeface and we based the photography around family and human connections.
The re brand has been a massive success, it kept its maturity and strong foundations, while also embracing a more human and caring outlook. Currently operating in 23 countries around MENA, it is a respected organisation that transformed from what was seen as a monopolistic corporation, to what is today a human, honest and modern thinking partner to the people.
Peach & Berry is a UAE based fresh yoghurt ice cream parlour. The offer is a cool, fresh and friendly experience, designed to welcome customers into a place that feels authentic, warm and sociable.
The client came to us with the name, we built the brand strategy, designed the brand, and then implemented the interiors and packaging design. A subtle pastel colour palette complimented the simple and bold graphic brand items.
The core demographic target is mostly female emirate with a good social life, looking for a healthy alternative to enjoying food and a fun social environment.