Ramez is a successful supermarket chain covering multiple countries in the GCC region of the Middle East and its growing popularity has helped it expand to new territories quickly. We were approached, via our Dubai partner, to help deliver a detailed overhaul of the brand identity, marketing, product and store signage to help unify their brand under a distinct new personality.
Identity
We advised that there should be a re-imagining of their existing identity which had been modified at every use and without any sort of corporate guidelines. To avoid the brand identity being mishandled further we devised a new identity that was custom drawn in both Arabic and Latin and simplified for use across all material, products, signage and way-finding. An extensive brand guideline document was drawn up to assist their in-house and external design and manufacture partners going forward.
Retail
The customer experience required also needed an overhaul and we looked closely at adopting clearer visual mechanisms for way-finding and department signage. We helped visualise in detail the execution of the brand across all areas of the store, ensuring that consistency was maintained. Stores are now being fitted with the new branding, signage and way finding across the Middle East.
Product
The focus also turned to products that Ramez will eventually begin to roll out under their own brand, allowing for greater control and margins. Our team looked devising a new labelling system that would ensure a logical and recognisable visual structure to all product packaging. The simplicity in the execution would make it easy to adapt and modify without needing to over-design the products.
