Marassi Galleria Rebrand

Rebranding the most remarkable mall yet

Industry Setting

Marassi Galleria is a large, new mall entering Bahrain’s very saturated mall market. It competes with two of Bahrain’s newest malls City Centre and The Avenues.

Market Challenges

Both of MG’s competitors are large destination malls. Situated on the new, reclaimed Diyar islands development, MG is considered an out-of-town location. Its developer (Eagle Hills) own reputation for excellence has been pivotal in drawing in major household and high fashion brand names from other less successful malls. Essentially, the market is well services by me-too brands. To stand out, MG required an edge both in terms of its identity and its tonality.

Strategy Applied

We workshop with key stakeholders and agreed the strategic frame work. We agreed the essence of the brand was Mastery – MG is taking the mall experience into a new strata. A new vision ‘To Inspire Fascination & Delight’, coupled with new values of ‘Welcoming, Bold & Uplifting’ and a new ‘Uplifting Lifestyle Destination’ positioning has given the brand a previously missing strategic substance.

We could not adjust the MG icon but agreed the brand mostly markets its service to its own internal (in mall or via digital channels) audience. In such cases, it could drop all type, leaving the highly visible monogram, especially useful as the brand’s social avatar.

The Experience Extraordinary slogan hints at the inspirational scale of the property while the subtly-applied hyperbole frames brand messages in a similar light.

We created a stunning new pattern dynamic pattern system comprised of an elegant colour scheme and coupled this to a contemporary-classic type pallet built around Quaria Display by Rene Bieder.