Intro

ADNH Compass is one of the largest facility management companies in the United Arab Emirates. The organisation employs over 15,000 people, providing a range of outstanding food services. This includes Deli Marché, a high-end, boutique coffee shop, located in airports, hospitals, universities and other government buildings.

In a pivotal 18-month period for the company, ADNH Compass were looking for a rapid brand rollout of ‘HUSK,’ to replace the Deli Marché brand. They were looking for a premium identity that was modern, innovative and versatile enough to be applied across multiple retail touchpoints.

Most importantly, with a scheduled launch event rapidly approaching, the new brand had to be ready within 6 weeks.

 

The Result

The results of the rapid brand rollout were immediate and impactful, helping ADNH Compass to…

– Maintain their aggressive commercial targets.

(Abu Dhabi National Hotels (ADNH) increased their shareholding to 100% within 18 months and the newly created ‘ADNH Catering’ IPO’d in late 2024.)

– Quickly and promptly win over existing retail partners.

– Create a significant number of opportunities with new retail partners right across the UAE.

– Establish new quality standards for future brand rollouts.

 

How We Did It

We worked intensively with ADNH Compass’s marketing, commercial and retail teams to carry out a rapid brand rollout. Our approach focused on speed, where we started from the end-goal and worked backwards. This included…

– Developing visual mock-ups to showcase logo options in realistic settings.

– Producing a wide range of mock-ups for each of the many retail applications.

– Using hand-drawn sketches to quickly showcase creative ideas.

We also…

– Designed a dual brand mark that was flexible enough to be used across each of the many touch-points.

– Created user-friendly, handover-ready materials that could integrate into ADNH Compass’s in-house design operations.

Our approach helped ADNH Compass’s marketing, commercial and retail teams to..

– More rapidly assess options for each of the brand’s touch-points.

– Explore a larger volume of options much quicker.

– Gauge faster feedback from existing Deli Marché partners.

– Meet extremely challenging internal deadlines.

– Present a strategically aligned brand to senior leadership.

– Secure quicker and smoother implementation from suppliers (including everything from interior design to branded items and merchandising.)

If you’d like to find out more…

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The HUSK launch in Dubai featured a versatile logo and a universally appealing color scheme. This was applied across key touch-points like water bottles, uniforms, packaging, and signage. Each reinforcing brand consistency.

Some of the beautiful mock-ups of various retail spaces with the new brand.

We rapidly explored logo formats and design options through mock-ups and sketches, allowing ADNH Compass to finalise branding choices more efficiently.

The HUSK launch in Dubai was executed with remarkable speed, meeting tight timelines while ensuring high-quality delivery across all brand touchpoints.