WORK → CASE STUDY

A FRESH START
TO THE YEAR

a fresh start
to the year

A FRESH START
TO THE YEAR

A FRESH
START TO
THE YEAR

Client

Raw

Industry

Food & Beverage

Logistics & Technology

Food & Beverage

Location

Doha, Qatar

Services

Brand Strategy
Brand Architecture
Marketing Strategy

Brand Strategy
Brand Identity
Mobile App Design

Brand Strategy
Brand Architecture
Marketing Strategy

Brand Strategy
Brand Architecture
Marketing Strategy

Details

Having achieved tremendous success in selling cold pressed juice through its website, RAW had its eyes set on growing the brand through a direct-to market approach that would see its products available through delivery apps, supermarkets, and grab & go retail outlets. In addition to diversifying its retail channels, RAW was also expanding its product line, incorporating a variety of locally made, plant-based food items. To make better sense of this period of expansion, RAW approached us to conduct executive workshops, expert interviews and industry research as part of a comprehensive body of work that would result in a year-long brand strategy.

Presented as an online strategic toolkit, our work included a brand architecture strategy, making sense of which parts fall where, a bilingual brand platform, outlining a renewed brand essence in both Arabic and English, and a thorough communications calendar that provided the RAW team with a play by play handbook for carrying out marketing activities for an entire year. By the end of this exercise, RAW had a clear strategic vision that clarified which communication tools to use, when, where, how and for who.

With the advent of global food delivery apps in the region, we were approached by a group of tech investors that wanted to design a brand identity and app that would make them stand out from the competition. We first identified their competitive advantage: to deliver food from outlets that don’t traditionally make their food available through delivery apps. Secondly, we created a brand identity that was rooted in local culture, but with a modern twist. Foodna means our food in Arabeezy (a mix of Arabic & English), and the brandmark transformed the Arabic letter ف into an emoji. Finally, we designed the delivery app itself to deliver an end to end solution that helped the ambitious team bring their vision to life.

Having achieved tremendous success in selling cold pressed juice through its website, RAW had its eyes set on growing the brand through a direct-to market approach that would see its products available through delivery apps, supermarkets, and grab & go retail outlets. In addition to diversifying its retail channels, RAW was also expanding its product line, incorporating a variety of locally made, plant-based food items. To make better sense of this period of expansion, RAW approached us to conduct executive workshops, expert interviews and industry research as part of a comprehensive body of work that would result in a year-long brand strategy.

Presented as an online strategic toolkit, our work included a brand architecture strategy, making sense of which parts fall where, a bilingual brand platform, outlining a renewed brand essence in both Arabic and English, and a thorough communications calendar that provided the RAW team with a play by play handbook for carrying out marketing activities for an entire year. By the end of this exercise, RAW had a clear strategic vision that clarified which communication tools to use, when, where, how and for who.

Having achieved tremendous success in selling cold pressed juice through its website, RAW had its eyes set on growing the brand through a direct-to market approach that would see its products available through delivery apps, supermarkets, and grab & go retail outlets. In addition to diversifying its retail channels, RAW was also expanding its product line, incorporating a variety of locally made, plant-based food items. To make better sense of this period of expansion, RAW approached us to conduct executive workshops, expert interviews and industry research as part of a comprehensive body of work that would result in a year-long brand strategy.

Presented as an online strategic toolkit, our work included a brand architecture strategy, making sense of which parts fall where, a bilingual brand platform, outlining a renewed brand essence in both Arabic and English, and a thorough communications calendar that provided the RAW team with a play by play handbook for carrying out marketing activities for an entire year. By the end of this exercise, RAW had a clear strategic vision that clarified which communication tools to use, when, where, how and for who.

Having achieved tremendous success in selling cold pressed juice through its website, RAW had its eyes set on growing the brand through a direct-to market approach that would see its products available through delivery apps, supermarkets, and grab & go retail outlets. In addition to diversifying its retail channels, RAW was also expanding its product line, incorporating a variety of locally made, plant-based food items. To make better sense of this period of expansion, RAW approached us to conduct executive workshops, expert interviews and industry research as part of a comprehensive body of work that would result in a year-long brand strategy.

Presented as an online strategic toolkit, our work included a brand architecture strategy, making sense of which parts fall where, a bilingual brand platform, outlining a renewed brand essence in both Arabic and English, and a thorough communications calendar that provided the RAW team with a play by play handbook for carrying out marketing activities for an entire year. By the end of this exercise, RAW had a clear strategic vision that clarified which communication tools to use, when, where, how and for who.