2013 Winners & Shortlists

ASADEL RETAIL

Client/BrandASADEL RETAIL GROUP
Product/ServiceRETAIL COMPANY
EntrantSAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryCORPORATE IDENTITY SCHEMES
Entrant Company SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES
Advertising Agency SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES

Brief Explanation

They were looking for a unique logo marque that would stand out from the crowd. They wanted something that could reflect their ambition of becoming the fastest growing retail group in the region with an increasing number of brands and partners under their umbrella. They also wanted to have an Arabic feel to appeal to the local and regional shopper.

The Brief

Asadel Retail Group is a newly established retailing company focusing on various retail sectors such as fashion, furniture & home décor, food and beverages and entertainment across the GCC region and Turkey. The target audience is the GCC shopper and secondly the potential retail brands that they might work and partner with. They want to be the biggest retail group in the GCC. They see themselves as powerful, fast, smart & ambitious. The brand essence is to be wealthy, prosperous, rich, successful & thriving.

How the final design was conceived

We discovered that “Asadel’ means ‘prosperity’, which then gave rise to the idea of using carp (koi) fish, another symbol for prosperity, as a distinctive logo. The circling fish creates a fresh take on traditional Arabesque pattern. The identity has an Arabic feel, without being a traditional Arabic pattern. The fish themselves are also a symbol of moving fast.

Indication of how successful the outcome was in the market

The new brand identity has been rolled out over all aspects of the company profile and website. This was a rebrand of an existing identity which was under-delivering on their image and potential as a fast ambitious player in the gulf region. Asadel Retail has a new found confidence under the new identity and coupled with a resulting aggressive attitude towards acquiring new businesses, they have already secured a number of new partnerships and brands since the brand relaunch in May 2012.

Credits

Name Company Position
Clare Napper Saatchi/Saatchi Head Of Design
Aishah Al Bader Saatchi/Saatchi Intern
Khaled Ghorayeb Saatchi/Saatchi New Business Director
Valery Starr Saatchi/Saatchi Production Manager