CLIENT: Tamdeen Group
SECTOR(S): Retail / Real estate
SCOPE: Brand audit & research / Brand strategy / Brand identity / Brand language / Collateral design / Website design / Exhibition stand design / Brand guidelines
Al Kout is a mixed-use development with a super-regional shopping mall at is heart, a five star Rotana Hotel, luxury yacht marina, fresh meat & fish market, fishermen’s wharf, six-kilometer beach and an Arabian souk featuring entertainment, retail and restaurants.
Tamdeen Group realized that to fully capitalize on the value of the land and to enhance their brand equity as regional property developers the overall destination needed redefining.
Ninth Space was appointed as the brand consultants to help unearth and overcome the current challenges.
The local population (mostly Emirati & foreign oil workers) had high disposable income and limited places in which they could spend it.
From the brand audit we knew that the destination wasn’t currently capitalizing on its potential for success; the original identity had become obsolete and the components were not being maximized individually or together, as one destination.
For this reason, the focus of the brand strategy became how to strengthen & unite the components as one destination.
Informed by our understanding of the core audience, and the distinctive value propositions and brand essence we defined, we repositioned & rebranded the components and the overall destination.
The new brand identity and visual language was rolled out across all touch points as part of the re-launch, extending to the design of the tenants’ exhibition environment and brand guidelines.
The shopping mall has been rebuilt to be a super-regional experience that has redefined the overall destination – It is the largest shopping & lifestyle destination in Kuwait.
The vivid colours and emotive photography reflect a vivacious spirit and passion for life that continues to draw people to the destination.