Zohoor. Rebrand

A rebrand that is heaven scent

Zohoor is a Saudi perfume brand that brings together the best of French and Arabian fragrances. Founded in 1991 by two brothers from Al Khobar, KSA, the company grew to over +250 stores across the GCC region. Besides a wide range of off-the-shelf products, they also allow their customers to create their own custom fragrances – making Zohoor the one and only “Home of Mixology” in the Middle East.

Challenges we faced with the Zohoor rebrand

When Zohoor approached us, they were facing several challenges:

• It was a brand with little or no definition
• Its purpose was not communicated well internally or externally
• Their identity didn’t exude luxury, refinement or desirability
• They were perceived as a flashy, teenager-y, always-on-sale brand

Strategy we created for the Zohoor brand

We helped build ‘a new Zohoor’ by:

• Running client workshops to discover the brand’s true purpose
• Creating a brand vision they could believe in (to inspire and empower self-expression)
• Creating a brand value system (Creative, Authentic, Masterful and Passionate) helping the team build a culture that could support this vision build a culture
• Defined their brand personality and archetype (the Creator)
• Redefining their brand promise (to inspire your self-expression & delight your senses)

Results of the Zohoor rebrand

The brand was rolled out in a number of flagship stores in Saudi Arabia, as well as online, including in Zohoor’s website and social media profiles, bringing to life a newer, stronger, more modern brand. We were also pleased to learn that:

• The Zohoor rebrand had an immediate impact across the company, from the founders, to management and store staff.
• Overall feel has projected the brand into the contemporary perfumery space.
• The new brand served as a strong foundation for a digital re-launch campaign and brand video aligned with Saudi National Day.

Services delivered

Brand Strategy, Naming, Brand Design, Visual Identity, Slogan, Tone of Voice, Digital Design, Print & Graphic Design.