The Sabahoo brand, originally designed by Believe You Me with illustrations by Lo Cole, was ready to ‘go to the next level’.
Collaborating closely with Saudi Master Bakers, we developed a fresh strategy and positioning that would elevate the brand beyond its origins as a range of bakery snacks.
By refining and expanding the brand’s core equities, our aim was to make what was good even better. Instead of focusing solely on morning occasions, the brand became ‘your wing-man’ – helping to make winning at life, easier and sweeter. Looking forward optimistically to every new day!
The Brand’s new purpose was to be the fuel for your cool.
Refined and expanded brand marks, fonts and colours were brought together in a Brand Book which also told the story of the birds themselves. Each was given a name, personality and narrative, as well as subtle emotions and movements which provided additional engagement, whilst respecting the original illustrations.
Overall the brand became more modern, more vibrant and more dynamic, able to move into new categories such as coffee and to provide new digital and traditional merchandising opportunities.
Disciplines: Brand Strategy, Brand Identity, Visual Language, Digital and Moving Image, Image Creation, Packaging Design