Brand naming , Logo design and brand identity creation

Each of the five restaurants offers guests different dining experiences: Mare Mare specializes in seafood, Majlis serves tea, coffee and cakes, Tean offers a modern take on cuisine from around the Middle East. We wanted to ensure that each of the brands reflected that unique experience, while fitteing into, and complimented, the greater vision and proposition of the resort.

Certain stylistic choices were carried through into all of the venues – metallic finishes (golds and coppers), patterning and an uncluttered, modern, sense of design found its way into each and every one of the venue’s brand identities. There though, the similarities ended and each brand became its own experience.

Saadiyat Island is renowned for embracing art and culture. From The Louvre, to the Manarat Al Saadiyat, Salwa Zeidan and The Art Gallery at NYU, the island is rich in color and expression. We wanted the Tean brand to both embrace the richness of the food on offer, while reflecting the ethos of the Island’s greater vision.

The brand identity is dynamic. The logo is versatile; it shifts and changes throughout the many applications it appears on – from printed material – (such as coasters and menus) to signage and uniform design.

Working with the team at Jumeirah, we finalized a full suite of restaurant brand applications for Tean, finally compiling the project in a neatly documented brand guidelines document.

In developing the name and brand identity for the venue, we wanted to ensure that the brand was in line with the café’s core offering – a place where people can meet, socialize and where guests can take the time to sample a number of smaller cakes, pastries and starters. At the same time, we wanted the name to reflect the regional, Arabic heritage surrounding where much of the coffees, teas and desserts are sourced from.

Certain stylistic choices were carried through into all of the venues – metallic finishes (golds and coppers), patterning and an uncluttered, modern, sense of design found its way into each and every one of the venue’s brand identities. There though, the similarities ended and each brand became its own experience.

Menus – rich, hardcover leather-bound volumes with gold trim and copper screws, were designed to not only reflect and enhance the restaurant experience, but also to allow for quick and easy amendments in the future. Inside the menu, gold foiling was then applied over full color images to further enhance the richness and authenticity of the experience.

Working with the team at Jumeirah, we created a full suite of restaurant brand applications for Mare Mare – from menu design to coasters and napkins – finally compiling the project in a neatly documented brand guidelines document.

Challenge

Developed and operated by Madain Properties, Marina Arcade needed to communicate its offering to a number of different markets: Local – families living and working in Dubai, regional (GCC) and a number of international markets. This made targeted communication channels of utmost importance.

Advertising and messaging

First and foremost we developed a compelling creative idea with visuals and messaging solutions that would be used across print and digital applications. Identifying a number of key points – those attributes that differentiate the offering from its competition (including concierge and service) determined the overall tonality for the brand, and the overarching messaging that the campaign was going to employ.

We then began to look at how the creative ideas could be applied to print, digital and social media.

Social media marketing and digital advertising

We decided to use social media not just as a tool to promote the development and the individual units within it, but to transform it into something useful – a tool that residents could use to find out about upcoming events and promotions within the area, and a digital platform that educates and informs international audiences about the benefits of buying and investing within the Marina.

Social media was then complemented with targeted, digital advertising – both on social channels (such as Facebook and Instagram, as well as external news and property sites) and backed up by a simple, easy to navigate website, including downloadable brochure, floor plans and video walk through.

As with everything we do, in taking the Marina Arcade brand to market, it was important that everything from the visual style to the words we used across each and every channel – be it outdoor advertising, print, or social media – remained true and consistent to the overall brand experience.