Client: Kouroum Egypt
To relaunch Shahrazade as a young trendy world wine without losing its original equity acquired over its 10-year history.
Targeting young A/B class females ranging from 25-35 years old, the new brand identity needed to reflect their own happening lifestyle.
The original artwork was a more dated representation of the mythical Shahrazade who lived thousands of years ago telling stories in exchange for her life.
To reposition Shahrazade as a young, vivacious and trendy woman we used monochromatic line art to draw a beautiful young woman against a minimalistic blank canvas and only a touch of color. The original old style Arabian font used for the name was also replaced by modern handwriting style lettering.
The new design depicts an image of modern art and instantly stands out on the shelf. The brand and message are instantly clear to the consumer: I’m young, trendy and artistic.