Project: Launching the MHP brand on the Arab market. Identity, brand book

Client:

What is done:
Strategy
Identity
Brand book

TASK

MHP is actively expanding its horizons, including the MENA markets (the Middle East and North Africa regions). Our task was to develop a corporate identity and create a pattern, that would favorably distinguish the company from its competitors. At the same time, it was necessary to make an association with the native Arabic brand.

PRELIMINARY ANALYSIS

The company already clearly understood the portrait and needs of its target audience. Therefore, we were provided with a logo, which became the starting point for the development of corporate identity. Our goal was to highlight the brand's compliance with Arab traditions and make it recognizable among the locals.

TARGET AUDIENCE

The target audience was divided into two groups. In the first case, we had to target men in the MENA region aged 40+ with middle and high income. In the second case, we took into consideration married local women aged 30+ with an income below the average. The challenge was to create a concept that would appeal to both diverse groups.

STEP 01.

Pattern development

We offered several concepts that would maximally emphasize the brand's individuality and visually distinguish it from the competitors. The concept of "appetizing kaleidoscope" was chosen after a careful analysis. This idea combined the characteristic eastern motives – its traditional cuisine with aromatic spices and colorful national elements. The created pattern catches the eye and conveys the vivid national character.

STEP 02.

Development of corporate identity

The second stage of the project was the development of the company's corporate identity. Taking a well-thought-out concept as a basis, we have created a harmonious set of elements that will work to enhance the brand's image: business documentation layouts, POS-materials, printing materials and vehicle design. Also, we offered various design options for advertising materials, souvenirs and packaging elements.

Creating the brand book

PROJECT OUTCOMES

To create a unique brand style that is as close and understandable to the local population as possible, our team plunged into the culture of the East. We have "packed" the Ukrainian product into a visual concept that is attractive to the eastern consumer. Thanks to this, the brand is not perceived as an "outsider" among the competitors. On the contrary, it attracts attention and can be easily remembered.