KING·CASEY Branding and Design
Optimizing the Customer Experience for Retail and Restaurant Brands
Sanabel
The Objective
Sanabel Al Salam operates 73 retail food stores that specialize in sweet delights in the Kingdom of Saudi Arabia. Sanabel came to King·Casey seeking an improved brand image as well as recommendations for more effective and efficient visual merchandising and store design. Sanabel wanted to portray a memorable and recognizable brand identity, and design a next-generation retail store concept that strongly positioned Sanabel as an established category leader as they build-out new store locations around the Kingdom. The ultimate goals? Improve business results by improving the customer experience!
The Solution
King·Casey followed a structured, step-by-step approach that resulted in a new and enhanced store concept that optimized the strengths of the current brand while introducing new retail strategies and design concepts that elevated a popular regional brand into a distinctive world-class shopping experience.
There was strong equity in the current brand identity, but the logo graphics needed enhancement to better reflect the desired brand attributes and new brand positioning. The above enhanced identity is the result.
After agreeing on a design direction, King-Casey developed realistic computer renderings of the retail space. These color renderings showed the different materials, fixtures, lighting, equipment, etc. that would be used to create the space.
The fresh new interior features a well-coordinated 3-D branding design, and a welcoming, hospitable environment with well-organized product displays that make shopping easy, informative and enjoyable.
There was strong equity in the current brand identity, but the logo graphics needed enhancement to better reflect the desired brand attributes and new brand positioning. The above enhanced identity is the result.
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