Streamlining the Creative Process
Retail Brand Solution
Brand Strategy
Creative Direction
Identity Design
Graphic Design
Packaging Design
ADNH Compass are one the UAE’s largest food-services and catering providers. As part of their vast range of activities – they operate a coffeehouse chain called Deli Marché, in hospitals, medical centres, shopping malls, etc.
With some very ambitious growth plans, ADNH Compass were looking to replace the Deli Marché brand with a new concept called ‘HUSK.’ We were asked to leverage all our know-how, in creating brands and managing tight deadlines, to streamline the creative process and produce a completely new and premium retail brand. HUSK would be launched in just a matter of weeks.
Naturally, we were excited by the challenge, and delighted to assist. The desired objectives were achieved by…
Using Photorealistic Mock-Ups
We used specialist mock-ups to give decision-makers more realistic designs and strengthen their ability to analyse various proposals.
Creative Frameworks
We created 4-5 high-quality visual frameworks for brand touch-points. This allowed us to create such a wide range of brand interpretations in a short period of time.
Where Necessary, Using Hand-Drawn Sketches
Sketches were invaluable at sampling fast ideas for both the brand and applications.
Persisted With ‘The Mood-Board Process’
Despite the time constraints, we made a conscious decision, and took the additional time required, to create proper brand themes. This more intellectually-focussed work helped to clarify the overall brand direction.
Using One Unifying Symbol
The creation of a universally-understandable symbol for HUSK was invaluable at both maintaining quality and ensuring a strong pace of development.
Strongly Prioritising Specific Client Requirements
We were able to sharpen the process greatly by prioritising very specific client’s requirements. These included preparing detailed illustrations for fridge/cooler displays, designing a highly tailored client brochure for the launch event, preparing mock-ups of people using HUSK merchandise, etc. 
Results
The results were incredibly positive…
– The new retail brand developed, from conception to launch, in just under 6 weeks.
– The all-important, and fully comprehensive brand book, also produced in this time.
– Over 100 different and new brand touch-points created for HUSK.
– An ultra-successful launch event with a wide range of new branded merchandise produced for HUSK.
– Exceptional feedback from operators, suppliers and many others involved with the new brand.
Since Then..
The work on the new HUSK brand has helped the organisation to develop opportunities with new operators, build good will with existing partners and heighten overall standards for ADNH Compass brands.
HUSK has been rolled-out in over 50 sites in the UAE, in just under 18 months, with plans to double this number over the next few years.
Contact
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