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.
Perfume is the art that makes memory speak.
Francis Kurkdjian
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Nothing smells quite as sweet as an award winning rebrand
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