2019 Winners & Shortlists

JOOJ

BrandJOOJ
Product/ServiceSUNGLASSES
EntrantSUPERUNION JOHANNESBURG, SOUTH AFRICA
CategoryCreation of a new Brand Identity or Rebrand / Refresh of an Existing Brand
Idea Creation SUPERUNION JOHANNESBURG, SOUTH AFRICA
Production SUPERUNION JOHANNESBURG, SOUTH AFRICA

Background.

Our client, Baraka Retail Group, a leading Egyptian eyewear distributor, wanted to create a new retail destination that emulated the success of the leading global fast-fashion brands. Our brief was to launch a low-cost good quality house-brand of fast changing fashionable eyewear. Develop a young and fun identity as well as experience that reflects a global, yet accessible brand, to the middle eastern market. It would be aimed at young Egyptians seeking alternatives to expensive global fashion brands. The first store in the Mall of Egypt has opened, and by end of 2019, a further 13 stores will open in Egypt, the UAE and KSA.

Describe the creative idea.

The creative idea was inspired by theatre. Moving ‘set’ screens and vibrant graphic props playfully interact within the space, creating a stage where shoppers can experiment with the facets of their personality. The name, playfully encouraging shoppers to ‘jooj-up’ their look, like they might with other accessories. The typographic logo, inspired by abstract facial detail, animates playfully with the expressions and poses that come with trying on glasses. Swivelling display screens enable the store to be refreshed regularly with the arrival of each on-trend range of eyewear. With no shopfront, the space seamlessly transitions from the mall allowing customers to be exposed to the 'theatre stage'. Illustrations of accessories, make-up and perfumes create an eclectic collection of theatre props throughout the store, immersing the shopper in the playful world of dress-up. Products are grouped by four vivid colour-coded price categories enabling shoppers to shop within their budget.

Describe the strategy.

Jooj is targeted at 18-25 cost-conscious aspirational Egyptians with a monthly income of $700-$2,500. They are trendy bargain hunters that feel a sense of freedom through self-expression. Our core brand idea: “Explore new facets of yourself”, is edged on the insight that “money can’t buy you taste” and that self-confident people would rather buy six pairs of stylish glasses for the price of one expensive global fashion brand pair, to be able to express their style and personality. The name, playfully encouraging shoppers to ‘jooj-up’ their look, refers to the expression, “to jooj something up” meaning to make something look better. The perfect choice for the ultimate destination to accessorise. Project elements include the brand positioning, name, logo, brand identity, packaging, interior design and animated digital mobile content. To make people feel good about their choice, we dramatised the thrill of impulse buy and created an “exuberant” store experience.

Describe the execution.

Swiveling display screens enable the store to be refreshed regularly with the arrival of each on-trend range of eyewear. No shopfront, the space seamlessly transitions from the mall allowing customers to be exposed to the 'theatre stage'. Products are displayed on vivid powder coated aluminium panels in four colour-coded price categories. Each panel is detailed with 'o' shaped laser-cut patterning derived from the logo. Transparent acrylic stands hold each pair of glasses, appearing to be floating. Shoppers collect eyewear at colour-coded packaging displays at the rear of the store where the boxes are confidently put on display. Designed with limited space in-mind, the ‘storage’ is integrated into the design aesthetic of the store, therefore increasing the overall perceived store size. A central j-shaped island designed to resemble the ‘J’ within the logo - a glass counter top revealing an exclusive display area, leading around to the payment and seating area.

List the results.

As a newly launched brand, the impact is still to be seen, however some fantastic results in the first few weeks since opening include: • 800% social media growth in the first four weeks. • 500 units sold within the first four weeks. "We can comfortably confirm the output of the concept is really impressive, game changing, and eccentric for the Egyptian eyewear category. By end of 2019, a further 13 stores will open in Egypt, the UAE and KSA." - Ahmed Ragab, Group CEO.

Credits

Name Company Role
Kyley Potgieter Superunion Creative Director
Jaco Burger Superunion Senior Designer
Richard Prevost Superunion Strategy Director
Ian Bloxom Superunion Business Unit Director
Ehab Nada Superunion Managing Director MEA
Shaun Adendorff ARCHRSA Architect
Amy Lawrence ARCHRSA Interior Designer