Branding. Hospitality.

Mish Mash

Meraas & The Jumeirah Group.
In 2017, as part of the Al Seef development along the famous Dubai Creek, Meraas Hospitality embarked on the development of Zabeel House MINI, a bold and adventurous hotel concept for those eager to explore.

Joie Brands was tasked with the development of a brand identity suitable for a flexible lobby lounge / bar concept that would be vibrant, expressive and comfortable for the millennial target.


To align with the lobby lounge's flexible atmosphere, Joie Brands positioned the space for "fluid expression" and interpreted this personality through a brand name and visual system that directly speaks to the clash of identities and activities surrounding the space.
"A clash of identities and activities
surrounding the space."

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