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.
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HUMAN INSIGHT

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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