After pitching against Unisono Bahrain and Saatchi’s London, IDESIGNBRANDS was awarded the re-branding account for Al Zain Master Jewellers – Bahrain. With a rich heritage that stretches back over 80 years, Al Zain is a name synonymous with highend, handcrafted jewellery. With stores scattered across the GCC and more planned internationally, Al Zain was in the perfect position to update their identity. Their previous identity was a stylized swan and they wanted to maintain it. My approach was simple – write the family name “Al Zain” in Arabic calligraphy in the shape of a swan. The slogan “embrace life” was inspired two swans in a warm embrace – a symbol of love, beauty and elegance. The brand launch consisted of a teaser and launch (reveal of the swan icon made from diamonds) campaign. A unique colour palette was developed and can be seen in the packaging where each leather jewellery box is embraced by two sleeves. The concept of “embrace” can be seen in the store designs, egg-like jewellery displays as well as post launch advertising campaigns. Two sub-brands were created for their bespoke collections, MAHARAJAH and ARABDECO.