Firedog carried out significant research into the Middle Eastern retail environment, and
in particular, we identified current consumer triggers for high fashion retail. The research offered significant insight and direction on how the brands should be developed.
Al Hama Co.
A move away from the Arabic font was the final recommendation of the qualitative research, and the more refined font gave a more elegant appearance. The brand stayed true to its corporate audience by keeping a bold typeface and Arabic look. By linking all of the letters together in capitals it gives a confident yet unusual Western finish. The strap-line ‘Fashion forward’ ensures those who do not know Al Hama Co understand they are a retail brand.
