Enterprise Rebrand
Country Base: Bahrain
Industry/Sector/Keywords: Events, Entertainment, Travel and Leisure, Cinema, Theater

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

In Bahrain’s cinema landscape, multiplexes abound. For a small island it has a large number of competing cinemas, as well as other entertainment centers and a thriving nightlife. Within its central mall location, Dana Cineplex was a popular, yet tired brand, greatly in need of transformation. A fresh brand needs a solid identity to thrive. None of the existing cineplexes offered Dolby Atmos, XL screens, or VIP experiences, presenting a unique opportunity.


Creating a standout brand in a saturated market required a compelling position. The challenge was to introduce something unique, addressing the absence of Dolby Atmos, XL screens, and VIP experiences. Epix needed a distinct identity in the sea of Bahraini cinemas.


Embracing the ‘Epic Cinemas’ name initially, we pivoted to ‘Epix’ after discovering similar names already in use. By pluralizing and enhancing it with an ‘X’ factor, Epix carved its own space. The brand aimed for a cinematic revolution, symbolizing bold ambitions. With the name ‘Epix,’ the potential was monumental, aligning with the essence of finding a better way to transform moviegoers’ expectations.

Epix’s proposition became ‘curators of extraordinary entertainment experiences,’ rejecting the ‘same-same’ or ‘good enough’ mentality. Dedicated to customer delight, Epix strives to surpass expectations, delivering magical experiences that bring movies to life and transport guests to fantastic worlds. Epix inspires moments of delight and creates lasting memories.


Epix’s launch was met with enthusiasm, exceeding expectations for owners, customers, and staff alike. The brand has triggered significant sales growth, and promising distribution deals are on the horizon. The transformation has been nothing short of extraordinary, marking Epix as a trailblazer in Bahrain’s cinema landscape.


Client/Brand Owner: Dadabai Holding – dadabai.com
Manager Branding: Manoj Bahulayan

Brand Strategists/Designers: Unisono International WLL – unisonoagency.com
Executive Creative Director: Liam Farrell
Director of Strategy: Amy Morgan