We are Yellow – a full-service branding agency in Dubai.

In creating the brand for White and the Bear, we wanted to develop two characters for the venue. White (the Rabbit) and Bear would be two friends, each with their own distinct personalities. We developed a clear brand story for each of them, defined each of their personalities and then began to create messaging for each of them.

From there. we developed their image and finalized how each of them would look, move and act, considering different angles and profiles.

Working with the client, appointed chefs and interior designers, we brought the brand to life throughout the restaurant space bringing playful touches to the venue’s key interaction points and touchpoints, including menus and takeaway items.

We then looked to the digital space, including social media and the White and Bear website to fully realize and complete the brand.

Solution:

We developed a robust brand for Roxy Plus spanning three different tiers and driven by key elements – including type, color and style – taken from the recently updated Roxy branding. Designed to be flexible and dynamic, the Roxy Plus brand moves easily across media – print, digital and social, as well as animation, 3D cinema graphics and printed advertising.

On approval of the brand, we released a teaser campaign, influenced heavily by key visuals from big summer blockbusters.

A robust campaign followed, taking the idea of loyalty but grounding it in the world of film culture through a newly created Roxy illustration style, as well as quotes and characters from the movies.