Project overview
Dunes is a water solution company based in Saudi Arabia that provides purified bottled water throughout the country. Our objective was to position Dunes as a brand that celebrated the importance of water in a region where it is a precious gem. We wanted to connect with the local demographic of people and their culture, history, and heritage.
We wanted to connect with the local demographic of people and their culture, history, and heritage.
Objectives:
Our goal was to create a strong brand identity that stood out in a crowded market. We aimed to achieve this by developing a unique name, logo, and packaging that captured the essence of the local culture and history, and by creating a storytelling approach that would resonate with the target audience.
Process:
We began the branding process by exploring different names that would convey the brand's story. We brainstormed various perspectives and landed on the name "Dunes" as it encapsulated the rich heritage of Saudi Arabia. The name is short, catchy, and draws inspiration from the sand dunes that are a prominent feature in the region. Our next step was to develop a tagline that would showcase the purity of Dunes water - "Purity in every drop".
Challenges:
Our biggest challenge was to differentiate Dunes in a market where bottled water is a common commodity. To overcome this, we focused on creating a strong brand story that celebrated the importance of water in a region where it is a precious gem. We also wanted to create a strong visual identity that would stand out and resonate with the local audience.
Project results
Outcomes:
We developed a storytelling approach that celebrated the local culture, history, and heritage of the region, and communicated the brand's values of purity and quality. We designed a logo that combined the letter D with the sand dunes, and used blue and yellow colors that represented water and sand dunes, respectively. We also developed a unique label and box design that evoked thirst in the customer.
Our branding efforts resulted in Dunes becoming a well-known and respected brand in the market, connecting with the local demographic of people and their culture, history, and heritage. The brand identity was distinctive and memorable, and helped to position Dunes as a premium brand in the market.
