2013 Winners & Shortlists

Brief Explanation

The jewellery business in Dubai is one of the the most competitive segments in the region. As Monili is positioned in a dedicated Gold and Diamond Park, it literally sat side by side its competitors. Where decisions largely hinged on the price point, Monili wanted purchase decisions to be determined by their brand and offering.

The Brief

Started by two brothers, Monili opened in Dubai Gold and Diamond Park in October 2005. Though they had loyal customers, they were losing out to the more established looking stores in their vicinity. They needed to be positioned to reflect the level of quality and craftsmanship expected from a luxury jewellery brand. As a transit hub, Dubai has many visitors that pass through to purchase jewellery. Therefore, the brand needed to make an instant impact.

How the final design was conceived

A thorough audit of the market segment was conducted. From this emerged the brand essence of 'Crafting Masterpieces'. The brandmark was inspired by the idea of a stylised 'M' that can be read as a heart, the worldwide symbol of love. This simple graphic was then used on various touchpoints. Deliverables included jewellery boxes, gift bags, a website and full interior and signage design.

Indication of how successful the outcome was in the market

Increased footfall and record revenues since the rebrand. Monili is now actively looking to expand the brand into other markets based on the success of its flagship store.