BACKGROUND

The client store has operated in Doha for over three generations, under the name Modern Home. Historically appealing to a local population and residents of Qatar.

In a changing country and a changing world, the client with a view to larger international clientele and increasingly competitive markets, research had indicated that the client Modern Home needed to reposition the company.

CHALLENGES

One of the major points was how to rename a established brand, without alienating loyal local clientele, and at the same time, position the store with a new name that appeals to the new and residential expatriate workforce relocating in the country. Equally a name that one day may be located as a retail brand throughout other GCC countries.

STRATEGIC

To develop a name that would resonate and inspire the consumer. We looked at many names such as Moderno, building on the previous history of Modern Home. Then we embarked in a direction of what name the client could own, to the positioning. Geographical directional coordinates of Qatar are Fifty One East, which we built the brand name and brand proposition around.

The brand story is built around west actually meeting the east. Luxury retail goods, in the life enhancement of Fifty One East. East is direction in which the earth rotates about its axis and therefore from which the sun rises at the equinox. Life begins every day for all of us, from the East.

The etymology of East is from an old proto-indo-european language word for dawn.

CREATIVE SOLUTION

The identity is made up of an extended word mark, working with a numeral device of direction 51 degrees. The numerals are purple arabic numerals executed with flair to be recognised as the brands signature colour. The colour purple was chosen to convey affluence, regal luxury status, at one time, being the most expensive colour pigment from the far East.

Communications were then executed with an extensive five day photo-shoot taking place.

The theme for the shoot was direction in style, playing on various Qatari landmarks such as desert, water, city souk as direction, and featuring internationally renowned Brazilian model Brenda Costa, as the endorsing image of Fifty One East.

Collateral such as a limited edition purple velvet booklet and direction in style booklet launched the brand successfully into the market.

2011 we are presently developing a brand communications and an internal brand engagement programme.