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.
Services Delivered
Brand Strategy, Naming, Brand Design, Visual Identity, Slogan, Tone of Voice, Digital Design, Print & Graphic Design.
An excellent result. We are all very happy with how this project has turned out. The strategy, the creative thinking, the utility of the brand system, it works from end-to-end.
Muhammed Al Mutawa.
Marketing Manager. Marassi Galleria
Details View Close
A stylish, elegant and quite remarkable solution for a mall that remarkably stylish and elegant.
Liam Farrell. Creative Director & Partner.
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