ASWAAQ SUPERMARKETS: ASWAAQ SUPERMARKETS

The advert titled ASWAAQ SUPERMARKETS was done by Landor Associates advertising agency for ASWAAQ SUPERMARKETS (ASWAAQ company) in UAE. It was released in the June 2009. Business sector is Retail stores & rental companies.

Credits:

• Type of Entry: Corporate or Brand Identity
  Category: Corporate Identity Schemes - Large scale
  Title: ASWAAQ SUPERMARKETS BRAND IDENTITY
  Advertiser/Client: ASWAAQ
  Product/Service: ASWAAQ SUPERMARKETS
  Entrant Company: LANDOR ASSOCIATES Dubai, UNITED ARAB EMIRATES
  Design/Advertising Agency: LANDOR ASSOCIATES Dubai, UNITED ARAB EMIRATES
  Creative Credits
  Name Company Position
  Shaun Loftman Landor Associates Creative Director
  Benjamin Fujita-Summers Landor Associates Design Director - Environments
  Shafiq Taher Landor Associates Associate Client Director
  Olivier Auroy Landor Associates General Manager
  Details
  Brief Explanation:
  One of our key challenges was to conceptualise a brand that is able to offer affordability and value while maintaining high quality. Our main objective, which also presented us with a challenge, was to have a brand that always appeals to the various cultural communities of Dubai; and will be able to foster an environment that allows for interaction and a feeling of belonging amongst these various residents, that otherwise would rarely socialise together.
  Describe the brief from the client:
  The client presented a challenge to us to create a brand identity that would engage the broad local and international communities of Dubai. The concept of customer friendly service and a community attitude were always high on the list of priorities. We were asked to create a branding platform that would allow Aswaaq to communicate a fresh, daily, authentic and simple brand identity. The client wanted to promote a return to a more real and tangible customer centric experience, and the brand needed to communicate this.
  Description of how you arrived at the final design:
  We created a brand positioning of 'Street Market', this was used to drive and influence everything we created. The community aspect of this positioning allowed us to explore ways of capturing cultural diversity and emotional exchange. The emphasis was on creating a bold and iconic graphic language that was user friendly and community spirited. The 'Street Market' positioning dictated an informal tone of voice and authentic outdoor street market style photography. This look and feel was supported by a fresh and vibrant colour palette that was derived from the hues of an everyday market environment.
  Indication of how successful the outcome was in the market:
  The concept has been embraced by the local and expatriate communities as a fresh alternative to the conventional supermarket experience. A particular attraction has been the actual marketplace in the fresh produce area of the store, which has created a distinct destination experience for shoppers. Since launch the brand has created quite a buzz. As the first supermarket store to be created in and for the UAE there was much hype around the brand prior to the launch. From all of the feedback received since the launch it appears that the brand has surpassed even the client's expectations.