2011 Winners & Shortlists

Brief Explanation

• Create a single brand platform that delivers compelling experiences tailored to the needs of each audience segment. • Build a distinctive and consistent retail (store) experience driven by the brand. • Become a brand that is seen as a trendsetter and a symbol for ‘timeless’ style. • Elevate the Mauzan brand experience and look to international players as your benchmark in order to become truly global. Think, look and behave like a world class brand. • Build a sophisticated, premium brand that is truly special, different and memorable, and is also sustainable in terms of long term brand relevance.

The Brief

Mauzan is the leading Abaya fashion house in the UAE, designing elegantly feminine Abayas, Sheilas and perfumes for royalty, VIP’s, housewives and students alike. Founded in 1990, Mauzan blends traditional values with more liberated contemporary designs, reflecting the true identity of modern Arab women. The quality of the products are in a class above many other Abaya fashion brands, but the brand itself was not standing out from the crowd. Mauzan was ready for the next step, to be revered and desired by women globally, and they needed a strong brand promise and new identity to reflect that ambition.

How the final design was conceived

We started with a simple truth. Every woman wants to look and feel beautiful. She wants what she wears to portray her unique femininity and empower her with confidence. We captured a woman’s inner feelings by first crafting a brand story that would become the template for designing everything. For the brand identity, we created an Arabic mark that mirrored the elegant flow of the very finest fabrics used in creating the Abaya and Sheila designs. This visual language carried through and influenced our designs for stationery, perfume bottles, packaging and the retail experience.

Indication of how successful the outcome was in the market

We took a well-respected, much-loved luxury brand in the UAE, and gave it the credibility to confidently speak to a wider, global audience. Mauzan will make a fashion statement that will be synonymous with timeless beauty.