Grove Malls is a new neighbourhood retail concept created by SRG to serve the daily needs of communities across Dubai. Each destination is shaped by the rhythms of local life, offering essentials, services and places to pause, all within a space that feels rooted in its locale.

Project scope
Brand Identity, Brand Strategy, Brand Collateral, Social Media, Environmental Branding

Moloobhoy & Brown partnered with SRG to define the Grove Malls brand from the ground up – from naming and strategy to visual identity and wayfinding. Through workshops and strategic development, we shaped a clear narrative centred on community, accessibility and curated essentials. The strategy established four defining pillars: Rooted in Community, Championing Local, Built on Trust, and Everyday Convenience, which became the foundation for the brand’s tone, behaviour and visual expression.

The identity takes inspiration from connection and movement. The logomark, a modern ‘G’ built from radiating linear forms, reflects Grove Malls’ role as a vibrant neighbourhood hub, inviting people in and guiding them through the space. A warm, sophisticated colour palette, contemporary typography and a flexible graphic system give the brand a thoughtful yet energetic presence across digital, environmental and print applications. From signage and wayfinding to digital touchpoints and community-focused communications, the identity adapts with ease and strengthens the connection between people, experiences and place.