Retail and Fashion

Desar

Services

Strategy, Re-branding, Packaging

Client

Desar

Year

2022

Overview

Desar is a local retail brand dedicated to seamlessly blending the rich Saudi culture with modern-day fashion. Recognizing the profound influence of heritage in shaping one’s identity, Desar takes pride in integrating this heritage into its woven fabric and its audience’s everyday lifestyle.

Challenge

Once a frontrunner in the Saudi menswear fashion scene, Desar encountered a period of market decline due to growing competition. Determined to reclaim its position, Desar embarked on a transformative journey, positioning itself once again as a contemporary lifestyle brand distinct from traditional and classic rivals.

This strategic reinvention involved a complete overhaul of the brand's strategy, identity and communication approach. The goal was to curate a captivating and modern customer experience, seamlessly blending classic heritage with high quality timeless elegance. Through this meticulous process, Desar was set for a powerful comeback, re-establishing itself as a top player within the industry.

Solution

Desar, recognizing the need to reignite brand loyalty, partnered with Milk Network on a transformative journey of brand rediscovery, delving deep into the brand’s core identity. This research-driven process involved redefining the brand's foundation —its Purpose, Essence, Vision, Mission and Values. By aligning these elements with the modern consumer, Desar was able to develop a stronger connection with its target audience.

Milk Network further built upon this foundation by redefining Desar's Brand Positioning and Personality. The strategic repositioning of Desar as a “national fashion icon” ensured its distinct and captivating presence within the market, setting the stage for a renewed brand experience.

Desar's reinvention wasn't merely strategic, it was a visual symphony. A handcrafted calligraphy-based logo, a testament to their cultural roots, seamlessly intertwined with a modern serif typeface. This fusion embraced their heritage while portraying a youthful and contemporary spirit. Similarly, the color palette mirrored this transformation. Rich hues reflected their heritage while vibrant tones injected a modern energy.

To solidify Desar's unique identity, custom brand elements and patterns were crafted, ensuring their products became conversation starters on shelves and screens alike.

Complementing this visual transformation was a meticulously designed year-long communication strategy aligned with Desar's long-term objectives, guaranteeing a consistent and impactful brand experience for customers throughout the year. Every interaction, every touchpoint, would become a chapter in Desar's compelling story.

Conclusion

Desar's transformative partnership with Milk Network, revitalized their core identity and successfully positioned them as a national fashion icon. A captivating visual refresh, blending heritage with modern lifestyle, guarantees a consistent brand experience for years to come.