Badael / DZRT (Saudi Arabia)
Creative Direction & Visual Strategy
DZRT Brand and Merchandise Programme
Brand positioning, visual strategy, and tiered product architecture for a smoke-free lifestyle merchandise programme, designed inside a restricted advertising category.
CHALLANGE
Build a desirable, coherent brand and product architecture while working within tight limits on how the programme could be presented and promoted.
objectives
- A clear brand position and visual identity.
- A tiered, scalable product architectures
- A phased launch system that built momentum within the rules.
Approach
Directed brand positioning, visual strategy, and tiered product architecture. Built the visual identity framework and a launch nomenclature system structured across four phases: Pre-Launch, Core Collection, Drop 1, and Drop 2.
key decisions
- Built a tiered product architecture and a nomenclature system so the brand could scale across drops while staying inside category restrictions.
- Anchored brand expression in lifestyle positioning rather than product claims, to work within advertising constraints without losing desirability.
