Challenge
In 2017, as part of the Al Seef development along the famous Dubai Creek, Meraas Hospitality embarked on the development of Zabeel House MINI, a bold and adventurous hotel concept for those eager to explore. Joie Brands was tasked with the development of a brand identity suitable for a flexible lobby lounge / bar concept that would be vibrant, expressive and comfortable for the millennial target.
Solution
HUMAN INSIGHT To align with the lobby lounge's flexible atmosphere, Joie Brands positioned the space for "fluid expression" and interpreted this personality through a brand name and visual system that directly speaks to the clash of identities and activities surrounding the space.
Joie Brands
Established in early 2008, Joie Brands is a boutique branding agency in Dubai. We specialise in building passionate brands that enrich the human experience. Our strength lies in determining the “Big Idea” behind a brand and in creating partnerships that go the distance.
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