Circle
1 |2 |3

Good Company

When Good Company identified a gap in the UAE market for a new premium offer in convenience retailing, targeting wealthy expats, they asked Circle to help define their retail and brand strategy. The aim was to provide an up-market store in business and residential areas that catered better for expats’ everyday needs than the local corner shops but was more convenient than visiting a supermarket. Circle held a workshop to define the target audience groups, product and service offers and operational requirements in more detail, then followed with a further series of workshops exploring alternative brand positionings and the current retail offers in Dubai. These led to the definition of the brand idea and personality of the new offer, as well as the new name for the store, Jar, meaning ‘neighbour’ in Arabic. Good Company is now poised for launch with a clearly defined retail strategy, brand platform and structure.

Principle

Refreshing the Principle brand to take the group global.

See work

Good Company

Creating a premium convenience store offer to attract affluent UAE expats.

See work

Café Arabicca

Designing a distinctive new retail format for a leading coffee brand.

See work