The Saudi Arabian love of perfume is legendary. The nation spends and uses more per capita than the French by a factor of 10. There are dozens of fragrance houses across the GCC (Gulf Cooperation Council) competing with Zohoor Al Reef for a share of this lucrative market.
Founded in 1991 by two brothers from Al Khobar, KSA, Zohoor combines the best of French and Arabian fragrances. The company grew to over +250 stores across the GCC region before embarking on a new strategy, reinventing their wide range of off-the-shelf products, as well as providing customers the ability to mix their own unique fragrances – making Zohoor the GCC’s ‘Home of Mixology’.
Zohoor faced several challenges; It was a brand with little definition. Its purpose was not communicated well internally or externally. The ‘Zohoor Al Reef’ name was too long and the identity failed to communicate luxury, refinement or build the perception of desirability. Moreover, they were perceived as a flashy, teenage, ‘always- on-sale’ brand.
Client workshops helped discover the new ‘Zohoor’, articulating the brand’s true purpose in the vision to inspire and empower self-expression, with a value system of Creative, Authentic, Masterful and Passionate which helped foster culture and brand belief. We defined the archetype as the Creator and redefined their promise to inspire your self-expression & delight your senses.
The brand, launched on Saudi National Day, was rolled out digitally and in several Saudi flagship stores, including a brand film. The new Zohoor brand was rooted in the calligraphic tradition with a refined and elegant modernity. The rebrand had an immediate impact across the company, from the founders to management and store staff. The brand provided a solid foundation to capture the attention of an increasingly discerning clientele, the perfect backdrop for a more sophisticated offer.