M&B recently completed an overhaul of the Virgin Megastore brand. Working in partnership with the amazing team from Virgin Megastore Middle East we were able to determine a clear understanding of the brands needs.
The project was about evolution. Times have changed and people are looking for more from a store than just music and games. Over the years Virgin Megastore has developed into an experience for their customers. We wanted to help reflect the store essence in the brand. The main task we faced was to create an easily understandable set of tools to empower the in-house team. Allowing for the easy roll out and reproduction of creative that would strengthen the brand on the back of the launch of the new flagship store.
We began by redefining the brand’s value system and created a strong tone of voice that better reflected where the brand wanted to go. A tone finally tuned to work with the nuances of communicating in the different GCC markets the stores are present.
The introduction of eco-friendly biodegradable bags was a huge statement of intent and corporate social responsibility from the brand. Changing the way things are done in a region known for its per capita waste. The in-store signage and wayfinding were designed to create a more cohesive brand for customers. Removing some of the fractured elements that had crept in over the years.
Today we continue to be involved in the brand. Working closely with the in-house team to support and educate on the new system.
Scope: Branding, Strategy, Collateral, Signage & Wayfinding, Brand Guidelines
Created by KOA, Nasab is a members only workspace and social club, offering private work spaces and facilities that are designed to feed the spirit of creativity.
The name Nasab is derived from an Arabic noun meaning connection. Connection through relationships throughout time, connection with one's link to the past and future, connection to a tribe. Connection informed the creative direction of the identity system, a simple logo that is in constant flux. A reflection of the space where creative genres come together and evolve. Space where guests are comfortable enough to be terrified and excited at the same time.
This is Nasab.
Scope: Branding, Collateral, Website, Creative Direction
Continuing our fantastic partnership with No57 M&B helped develop the packaging design for a selection of 8 unique flavoured chocolate bars. The chocolate flavours were inspired by the cafe's menu. From old favourites like 'Ermahgerd' and 'Banoffee Pie' to new infusions such as 'Honey Lavender Ice Tea' and 'Charcoal Lemonade'. The designs were hand-crafted to reflect the flavours, textures and emotions of the variety created. Each bar was individually hand wrapped adding to the artisanship of the collection.
Scope: Design, Packaging
M&B collaborated with Art Dubai to create their 2018 campaign. The theme for the campaign was data and its use to tell stories, create engaging experiences and adaptive narrative. We wanted to harness the power of data to communicate how the story of Art Dubai is connected to Dubai’s advancement.
From the fair’s beginnings in 2006 to now there has been year on year growth of visitors through the doors and galleries participating. Broadening the data reach, we explored what has happened in Dubai over the same period of time. Looking at how the city’s expansion has evolved, adapted and thrived in direct correlation.
There were 3 unique stories developed and applied to each of the fair's invitee tiers:
Patrons Circle collateral tells the amazing story of the development of the educational landscape in Dubai. Utilising the enrolment figures of students across all ages, both Emirati and expat, from schools through to universities.
Collectors Circle collateral tells the story of tourism and its diversification. Showing Dubai’s growth from a resort destination to a cultural one, due in part to events like Art Dubai.
VIP collateral ties the campaign story together by utilising the engagement level of the unique platforms used as communication tools by Art Dubai and connecting that to the overall growth of social media in Dubai.
Scope: Advertising, Event Branding, Collateral, Signage
M&B were approached by UAE online retailer, Namshi, to create original video content to build their brand awareness in the GCC and grow their audience in line with the launch of their SS '17 season. The brief placed particular emphasis on 'Young/Fun/Originals', targeting the fashion conscious, digitally savvy twenty-something who take pride in their individuality.
The 'State Your Style' campaign is a film that celebrates youth and originality in the region. Glued together by a series of stylized cinematic portraits and moments, the narrative evokes a sense of living life through a quintessential young adult's diary. Directed by Amirah Tajdin, the film follows a diverse set of street cast characters who dot the region's lesser known worlds.
Scope: Advertising, Creative & Art Direction, Photography, Script
PUMA Middle East launched ROAR by PUMA Women – a community hub in Dubai’s Design District running from April – May 2017.
M&B worked in partnership to develop the concept, name and brand for ROAR. ROAR is bold, powerful, active and is the first women’s only creative collaboration workout space in the region. PUMA worked alongside fitness organisation GuavaPass, and some of the hottest lifestyle brands in town to create this 6-week activation. The hub offered a programme of workouts, as well as an on-site, all-day eatery, and weekly beauty pop-ups.
Scope: Brand, Concept, Identity, Collateral
Celebrating their fifth year in this the renowned ‘City of Gold’, Sole DXB 2016 was bigger and better than ever before, offering up a lethal dose of contemporary street culture, cut with distinctive Middle Eastern flair. Having begun life sneaker-focused, Sole DXB has grown into so much more – a melting pot of cultures where, just as the film highlights, tradition and luxury truly meet. This year the event gets even wilder, playing host to some of the biggest figures from across street industries, including key figures from music, sneaker and art scenes. As ever basketball played a key part in event proceedings, sponsored by Nike, the Sole Ball Above All Classic, an open winner-takes-all tournament made up of teams from the region.
In addition to the campaign, M&B were tasked to design all the event collateral including – flyers, posters, invitations, event signage, print programme, packaging for the Sole DXB x PUMA ‘Swag’ collaboration, Sole DXB x Pepsi can design, Basketball court graphics and the Sole Times magazine.
Scope of work: Flyers, Posters, Event Branding, Signage, Basketball Court Design
M&B continued to work closely with Sole DXB to announce their 2016 event with a lead campaign, illuminating Dubai’s unique style history in a region where swag has always been king. Welcome to the ‘City of Gold’.
In the dusty backstreets of one of Dubai’s oldest neighborhoods lies Deira, a place where tradition meets necessity – signs simply marked ‘Al Souq’ emblazoned with the outline of a necklace point the way. The souqs, traditional shopping bazaars native to the Middle East, hint at days that once were. At least 100 years old and once a major link in the world’s historic trade routes, they sit in traditional style, rows upon rows zig-zagging down narrow pathways with wooden roofs. A few steps further and it is the gold souks that brighten the path of what still is a city where this precious metal is the lifeblood pumping through its newly etched veins. In a nod to this cultural heritage, Sole DXB presented their 2016 campaign, a contemporary documentation of this age-old craftsmanship and how it continues to thrive in this present day.
Scope: Creative Direction, Art Direction, Film & Photography
For Sole DXB 's fifth anniversary M&B completely redesigned the Sole Times from the ground up. Stepping away from the successful newspaper format we created a magazine design. Introducing 'Sole' Event Edition 2016 with original content, news, stories and event information focusing on footwear, fashion, art and lifestyle.
Scope: Editorial Design
To set the scene for Dubai's original café you have to look to the past – Sikka Café has been in the making since the mid 1800s, against the backdrop of the Al Maktoum Dynasty, the Perpetual Maritime Truce and the thriving pearl-diving industry.
M&B worked in partnership with Meraas to bring the rich vision for the café to life. Sikka, meaning streets, led us to create an identity based on the old street signs from around the city. This concept followed through into a map graphic, unique to each outlet. The menu is an innovative newspaper design, utilising old ads from a bygone era to add to the eclectic interiors.
Since its launch in November, 2016, Sikka Café has become one of the most successful outlets in City Walk, Dubai.
Scope: Brand, Identity, Website, Collateral, Packaging
Scoop by No.57 is an ice cream pop-up developed by the team at No. Fifty Seven Boutique Café. Debuting at Sole DXB 2016, Scoop transformed a nostalgic treat into a contemporary ice cream experience. Developing five handcrafted gourmet flavours – Cereal Milk, Peanut Butter Pretzel, Cake Butter, Ube, and Activated Charcoal Lemonade.
M&B created a simple typographic identity with a bold candy pink brand colour that would make the shop and packaging pop. Playful neon signage enhanced the overall experience.
Scope: Brand, Identity, Signage, Packaging
Timberland approached M&B to create an influencer series for Timberland ME, to align with the brand's international collaborations with various “Mark Makers”. Working with the Timberland team, we chose 4 influencers whose lifestyles and work environments aligned with the brand and their products.
The feature films were supported by still photography, including lifestyle and product shots, as well as short 15 second edits for Instagram.
Scope: Film, Creative Direction, Art Direction, Photography
Columbia Sportswear approached M&B to assist them in generating regionally relevant content for their social media channels. Collaborating with regional influencers – Raha Moharrak, Mohammed Ahmed Ahli and Fadi Hachicho, we created a three-film series to promote Columbia Sportswear as the top choice for UAE based adventurers looking to spend more time in the outdoors. The “Tested Tough” film series was shot over the course of two days in the Jebel Jais mountain range, Ras Al Kaimah.
M&B created three 1 min 30 second films, each featuring passionate professionals who actively work in the outdoors. The feature films were supported by photography and shorter edits for use on Instagram. The content resulted in 3 months of continual social outputs for the brand.
Scope: Creative Direction, Art Direction, Film, Photography, Social
M&B collaborated with the Miss Lily's Dubai team to create an innovative launch invite. Miss Lily's is all about good times and music is such a large part of the restaurant's vibe we wanted to incorporate that into the launch communication. We developed a record and sleeve showcasing the fantastic food on offer and of course the music. One love.
There is an innocence and honesty about Samantha Tea jewellery. The collection has a number of layers that require attention. Exuding sophistication and sultriness in its hues of amethyst-like aubergine and gold and making cosmic overtures to make David Bowie proud.
M&B worked closely with Samantha to develop an enchanting brand that captured the essence of both designer and jewellery.
“Life is too short to fall in love only once” – Samantha Tea Fine Jewellery
Scope: Brand, Identity, Stationery
Fleurology was inspired by the flower markets of London and born from a passion for flowers. A passion to deliver simple, elegant bouquets, beautifully curated for the Abu Dhabi and UAE markets. M&B worked closely with the team to develop a brand that reflected that passion. We created a simple and elegant flower motif and logotype. Carefully selected papers, with pressed flower petals, were used for the collateral and packaging adding to the textural quality of all the print.
Scope: Brand, Identity, Collateral, Packaging
Knock to enter. Little Black Door is a unique concept from Maeva Management, based in the Conrad Hotel, Dubai. M&B developed a brand based around a Lion's head knocker. The door knocker has a wide and varied history but the Lion’s head is a classic from the ages. Representing power, strength, confidence and guardianship of what lays beyond. A perfect fit for the Little Black Door brand. For the collateral we used a unique blend of traditional materials from Ostrich leather to brass, all complementing the stunning interiors.
In its first year LBD won Best Lounge at the Time Out Music & Nightlife Awards.
Scope: Brand, Identity, Collateral
Table by No. Fifty Seven was a Ramadan pop-up hosted at The Mine Gallery in Al Quoz. It ran throughout the holy month, serving up some of No. Fifty Seven Café's best-known dishes. The set-up broke away from the traditional Ramadan tent offerings found around the city. M&B developed the identity to reflect this unique modern twist. Stripped back typography with palm illustrations added to the overall laid back vibe.
The pop-up was a huge success selling out all sittings throughout the month of Ramadan.
Nassima Royal Hotel – The Heart of Luxury. M&B worked in partnership with the hotel's management team to develop a new name and brand for this landmark hotel on Sheikh Zayed Road.
The brand needed to exude luxury and class as well as exceed guest's expectations. The identity was created as a graphic representation of the unique towers the hotel is housed in. The logotype was specifically created to reflect the building's architectural style. The collateral implemented a number of luxurious materials and finishes at every touch point.
Since its relaunch the hotel has moved up the rankings on Tripadvisor and welcomed in a host of new patrons from all over the world.
Scope: Brand, Brand Strategy, Identity, Collateral, Brand Guidelines
M&B worked in partnership with Evo Creo to develop the branding for Merass' flagship café concept. A fresh take on a coffee house The Brass is a neighbourhood establishment that the community around it can use, shape and integrate into their way of life. The café launched with 5 select roasted blend and plans to have a micro-roastery producing the freshest brews around town by 2017. Unique and simple drinks and eats make The Brass C&C a go to hang out within any community.
More to follow soon…
Scope: Brand, Identity, Signage, Packaging, Collateral
M&B continued to work closely with Dubai-based urban fashion & lifestyle platform Sole DXB for its 2015 campaign, which saw a collaboration with internationally acclaimed artist Hassan Hajjaj to embody the ethos of art, music, fashion and urban culture that they both represent.
Casablanca and Berlin based designer, Amine Bendriouich who has come to be associated with the aesthetics of street style, androgyny and experimental urban culture; was selected as the face of the campaign.
The global audience have become too familiar with the stereotypical ‘street-style’ – Sole DXB wanted to step out of the boundaries with this campaign and definitely add that Middle Eastern flair, offering a window into the cultural melting pot that is Dubai.
M&B and Sole DXB worked with Hassan on a project that brought together the spirit of music, fashion and the visual arts.
In addition to the campaign film, M&B were tasked to design all the event collateral including – flyers, posters, invitations, event signage, print programme, packaging for the Sole DXB x New Era limited edition bucket hat collaboration and the Sole Times newspaper.
Scope of work: Branding / Identity / Brand Film / Photography / Print Campaign / Event Branding and Signage
Jam Bar is a nostalgic treat for adults and a sweetness kick for kids. A unique kiosk concept for Dubai. The brand identity needed to be fun, playful and communicate at a level that trumps anything else out there. M&B created an Americana classic brand with a simple jam colour palette, great type and bespoke retro icons.
Bomboloni's are the centre piece for JB's delcious menu. Topped off with a contemporary take on soda floats, ice cream treats and great coffee. A little bit of joy, sweetness and fizz.
Scope: Brand, Naming, Identity, Collateral, Packaging, Uniforms, Signage
M&B continued their creative journey with Namshi - the Middle East’s leading e-commerce fashion destination, for their Fall/Winter 2015 campaign – ‘Getaway’. A brand initiative, positioning Namshi as a young and trendy lifestyle brand to their 16-24 aged fashion forward audience. We created an online film capturing the spirit of 3 friends as they adventure through tropical Sri Lanka for their holidays.
As part of the project M&B also developed the Namshi brand identity. Fine tuning the logo, creating bespoke Arabic type as well as a dual language monogram.
Scope: Brand Film, Art Direction, Photography, Print Campaign
M&B worked with the newly formed Dubai Design & Fashion Council to develop a brand and identity system that championed great design from the region. The Council's main purpose is to make Dubai the emerging design capital of the world, to create global opportunity and invigorate a world-class design approach in Dubai. The identity we created is understated, modern and reflects the duality of the region. More to follow soon…
Scope: Brand, Identity, Collateral
M&B have an ongoing relationship with the Level Shoe District, helping develop and evolve the brand. To mark the launch of the new Men’s Designer space and to animate the extended offering available we identified three ambassadors to represent the three ‘zones’, archetypes whose own style and words would resonate with Level customers.
When we see a man with style we’re interested to know more about that person. Who are they? What do they do? What are their inspirations that influence the way they dress?
M&B created 3 films, one for each of the Level categories including - Classic, Contemporary & Designer Sneaker.
Scope: Advertising Creative, Film, Creative Direction, Art Direction, Photography
Seddiqi & Sons were setting up a new distribution and retail brand. The company would distribute and retail niche luxury products and services within the UAE. M&B were approached to develop the name and brand for the new parent company.
Alma, derived from the Latin Almus, which means kind, fostering and nourishing. The identity is a reflection of the business' purpose to nurture and nourish new brands into the region.
Scope: Naming, Identity, Logotype, Stationery
Dubai is developing and strengthening its design education offering to become a global leader. The Education Report provides insights into the current design education landscape across the MENA region.
M&B, in partnership with the Dubai Design & Fashion Council (DDFC) and Dubai Creative Clusters Authority (DCCA), were briefed to create the first in a series of new reports. The design needed to work in unison with future editions that would be developed over the coming years. M&B designed a clear typographic hierarchy and visual graphic system to engage audiences. A strong grid was created, allowing for huge flexibility, whilst maintaining visual consistency throughout. The report was developed and printed in both Arabic and English.
Scope: Design, Layout
M&B were approached by Trapped in Suburbia to take part in a global design initiative called Flags of Peace.
Officially, there is no single, global peace flag. Flags of Peace is a project initiated to explore possible solutions to this undetermined icon by opening it up to the entire world.
Throughout history there have been many attempts to establish a peace flag and there are several symbols that represent what we know as peace.
Flags of Peace begins with a showcase of flags created by international designers from over forty countries. This spectrum will present an impression of what peace means to individuals in all corners of the world and how it should be symbolised.
PUMA approached M&B to conceptualise, style and art direct a photoshoot for the PUMA Select Spring/Summer 2015 look book. Scope: Art Direction, Creative Direction
M&B were approached by Namshi.com, for a brand initiative, positioning them as a trendy lifestyle brand. Scope: Brand Campaign, Creative Direction, Film
PUMA Middle East approached M&B to design and create a hard-bound coffee table book documenting the Fishtail Rides brand campaign. Scope: Book Design
M&B worked closely with Sole on a brand refresh and a promotional campaign for Sole DXB 2014 footwear, fashion and lifestyle fair. Scope: Brand Identity, Event Branding, Film
To celebrate Taqado's third year we commissioned artist Robert Sae-Heng, Mr Rubbertoes, to create a Taqado Mexican street scene. Scope: Art Activation, Art Direction
M&B were asked to develop a brand that allowed Park House to own their beach and park locations inside and out. Scope: Brand Identity, Packaging
For Sole DXB 2014 M&B produced the latest edition of the Sole Times newspaper. With original content, news, stories and event information. Scope: Brand Identity, Editorial Design
Hautletic. Where fitness meets couture. A sports fashion brand created by M&B. Delivering high performance, stylish sportswear to the fashion conscious. Scope: Brand Identity
Brand creation for No. FiftySeven Boutique Café in Abu Dhabi, brought to you by the founders of The Dinner Club by No.57. Scope: Brand Identity, Packaging
Panifico, a gourmet panini and fresh espresso shop. The identity M&B created reflects their friendly approach with a hint of exclusivity and quality. Scope: Brand Identity, Packaging
Rebrand of the Richmond Group identity and collateral. M&B created a modern look based on the traditional core brand values. Scope: Brand Identity, Collateral
Corcel is a lifestyle brand built for the urban cyclist. The identity was developed to reflect the brand's positioning and aesthetic. Scope: Brand Identity, Collateral, Advertising
For each Fishtail Ride M&B developed a route, name, theme and brand. The designs would reflect a hint of what to expect on the ride. Scope: Ride Identities, Ride Themes
The National Pavilion United Arab Emirates la Biennale Di Venezia brand developed to launch the next phase of the Pavilion's permanent space in Venice. Scope: Brand Identity
Rivoli Group were relaunching their signature eyewear store across the MENA region. M&B were asked to create the brand and launch advertising campaign.
An Invite for the Soleciety supper, a dinner for the leading sneaker collectors in Dubai hosted at the Level Shoe District.
Creation of PUMA Fishtail Rides brand, identity and communication for a fixed gear community to kick start the culture in the Middle East
The Third Line gallery project, redesigned exhibition collateral from brochures to flyers and show branding
Anta - China's largest sportswear brand - approached Moloobhoy & Brown to launch the brand across the GCC. We created a series of TV commercials featuring Anta's collection of tennis, basketball, running and crossfit sportswear.
The Pavilion Downtown Dubai 2010 - 2012 book showcasing all of the art exhibitions, performances and talks talking place during the first two years
M&B rebranded all communications for the Pavilion Downtown Dubai. From exhibition catalogues to monthly calendars
We were approached by Better Homes to create a one dimensional map of Dubai as part of the ongoing brand refresh.
We explored the extreme clichés of Dubai, together with showcasing the various districts of the city and the very different personalities and characteristics married to each of those areas.
We worked with New York based illustrator Josh Cochran to bring the project to life. From vibrant Downtown and Marina, to the older district of Deira around Dubai Creek. The fantasy hotels, villas on the Palm, racecourse, ski slope, bustling sidewalks at the base of the city’s skyscrapers and more importantly the people that make this city buzz. There is something for everyone to discover.
Scope of work: Creative Direction / Art Direction
M&B were approached to create the brand for Taqado Mexican Kitchen. The identity we created is fresh, friendly and has a 'Taste of Mexico'.
Nike Sportswear exhibition designed by M&B for Sole DXB. Creation of installation as well as design of the Sneakerhead hunt.
We were commissioned by Sole to create a book to promote sneaker culture in the Middle East. 'Sole ME' showcased the leading sneakerheads in the region with their collection. Sole wanted to show sneaker connoisseurs that the platform is alive and kicking and that the uniqueness of the region's culture should be celebrated and promoted to an international audience.
Scope of work: Book Design / Photography