E-Commerce

Thaat

Services

Strategy, Visual Identity, Communication, Branding

Client

Tabib Group

Year

2023

Overview

The Art of Holistic Wellness:
A Strategic Unveiling of Tabib Group's Sub-Brand.

Saudi’s leading beauty and wellness marketplace since 2017, Tabib Group connects users to clinics and service providers across the country’s seven main cities. Offering a vast network of over 600 vendors, the application provides its customers with an efficient booking experience and competitive offers.

Challenge

Tabib Group harbored an ambitious vision, to become the premier one-stop shop for all beauty, wellness, and fitness needs. They envisioned leading in a marketplace that offers innovative solutions and an unparalleled customer experience. However, their current design aesthetic and limited service variety failed to capture the holistic approach they aspired to. Furthermore, the app's emphasis on discounts overshadowed its extensive service range, hindering their goal of establishing a premium brand image.

Determined to bridge the gap and fulfill their vision of empowering their audience to embrace their full potential, Tabib Group embarked on a strategic evolution. A research driven journey to develop a new sub-brand. The creation of a sub-brand emerged as a compelling solution to address their challenges. This sub-brand’s identity embodied Tabib Group's refined vision, showcasing their unwavering commitment to providing a comprehensive and enriching array of wellness services that cater to mind, body, and soul.

Solution

In partnership with Milk Network, Tabib Group developed a sub-brand deeply rooted in the belief that every person deserves to embrace a life brimming with health, happiness, and fulfillment, allowing them to unleash their true potential as individuals and within their communities.

“Thaat”, an originally Arabic word that embodies the essence of the self, formed a profound and emotional connection with its audience. The name echoes the sub-brand’s holistic approach to well-being, which is manifested through a comprehensive range of services crafted to fit seamlessly into the lives of it’s target audience. A touch of clever wordplay imbues the name with a double meaning, alluding to "that" specific service that perfectly aligns with one’s needs and aspirations.

The Peacock's majestic presence, the brand’s mascot, stands as a testament to the harmonious balance between one’s inner beauty and outer beauty. Just as the Peacock's beauty dazzles, so does the radiance of a person who embraces their true self and embarks on a continuous journey of self-discovery and growth. This essence lies at the heart of the sub-brand’s mission: empowering individuals to become their "best selves”.

Milk Network crafted an evidence-based brand and communication strategy that embodied the sub-brand’s unwavering commitment to providing the tools, guidance, and inspiration for individuals to recognize their unique beauty, embrace their true selves and radiate confidence in all aspects of life.

In-Depth

The Peacock, a symbol of holistic wellness and unshakeable confidence. A diligent selection has brought the Peacock to the forefront as the sub-brand’s mascot. For centuries, this magnificent creature has captivated hearts and minds with its breathtaking beauty and profound symbolism.

Its vibrant feathers, a symphony of colors, has become an emblem of divinity, royalty, and unwavering self-assurance, perfectly aligning with the sub-brand’s rather premium positioning. The “deep blue” color of the logo radiates feelings of balance, confidence, and serenity. It encapsulates the celebration of one's unique beauty and the unwavering confidence to express it to the world.

Conclusion

Driven by the vision of a holistic and premium approach to beauty, wellness, and fitness, Tabib Group embarked on a research-driven journey in partnership with Milk Network. This collaborative effort resulted in the launch of Thaat, a sub-brand that empowers individuals to achieve total wellness, nourishing mind, body, and soul.