E-Commerce

The Fast-Traveling Camel | Nana

Services

Strategy, Re-branding, Communication

Client

Nana

Year

2022

Overview

Introducing “Nana”, The Green Camel

Founded in 2016, Nana positioned itself as one of the first online grocery delivery apps in the region. Over the past few years, the company has experienced consistent growth, with expansion in its retail partnerships, product offerings, network of personal shoppers, and customer base.

Due to the pandemic, there was a rapid shift in consumer behavior towards online platforms, leading to increased competition in the industry. Nana had to act swiftly to adjust its brand and business strategy in order to maintain its position as the leading grocery technology company in the region.

Challenge

The company has broadened its range of offerings and services by venturing into other markets and products beyond groceries. These new offerings include home essentials, digital cards, pharmaceuticals, specialty stores, and more.

This rapid growth has forced the brand to grow outside of its shell, resulting in an outdated look and feel that simply didn’t fit quite well in a modern-day market, as well as having an unclear positioning in comparison to the online-grocery sector. Nana required a major brand refresh to stay ahead of the curve and grow out of “just groceries”.

Milk Network joined forces with Nana’s leadership and brand owners, to steer the brand into a modernized and futuristic direction, guided by solid market research to support its new business ambition and align with Saudi Arabia’s progressive direction.

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Solution

Moving forward while maintaining the existing brand equity was a challenge for the brand, since “Nana” in Arabic literally translated to mint leaves, which has caused a misperception that the business only delivers groceries. To address this, Milk Network delved into local insights and decided to introduce a brand mascot that holds deep meaning in the Arab culture broadening the brand's appeal beyond just groceries and creating a stronger connection with customers by tapping into cultural values.

The Arabian peninsula has always been linked to trade for thousands of years due to its strategic location, and camel caravans were used to transport goods to different parts of the world. Camels are known for being reliable, a symbol of endurance, resourcefulness, adventure, and tradition. The camel’s ability to withstand harsh conditions and long journeys in the desert makes it a powerful representation of resilience and perseverance, while its adaptability and ability to survive with limited resources aligns it with themes of resourcefulness and flexibility.

Inspired by that, Milk Network has introduced a light-hearted brand mascot characterized by wit and charm to represent the brand and embody its Jester personality.

Milk Network crafted 'Nana, The Camel’- a quirky and memorable mascot, reflecting the brand’s playful personality. Nana’s striking green appearance and unexpected behaviors, such as casually chewing mint leaves while delivering groceries, sets it apart in a crowded market and created a strong emotional connection with the audience, solidifying the brand’s essence as “a daily life companion” and strengthening brand recognition and recall.

Today, Nana Raises $18 Million Series B to become one of the best funded startups in MENA, expanding its operations and geographical footprint within Saudi Arabia and the wider GCC.

Conclusion

Challenged by a growing market place and challenging times, Milk Network guided Nana into a better positioning and a brand refresh allowing it to secure its place in the market and stand out.

Milk Network believes the mascot will stand out in a crowded market, helping to strengthen brand recognition and recall, as well as create an emotional connection between the character and the audience, supporting the brand essence of being “a daily life companion.”