Dragoman breakthrough brands

Discipline: Brand proposition

  • Carrefour

    Carrefour

    Carrefour

    From “low prices” to “more for you”

    THE CHALLENGE

    Consumer behaviour was shifting across the Middle East and globally. Carrefour needed to reassess the relevance of its proposition against these changes—moving beyond a price-only stance to a broader, customer-value promise that could sustain leadership and growth.

    HOW WE WORKED

    We partnered with a research firm to map core behavioural shifts and motivations, identifying key shopper segments and their future trajectory. Using these insights, we developed brand propositions, tested them with Carrefour leadership and in market, refining based on evidence. With a direction set, we created design systems for store, communication and livery, piloted them in select locations, gathered feedback, and iterated. Final rollout was supported by comprehensive brand guidelines that captured the narrative for change and specified the system for consistent execution.

    THE SOLUTION

    A refreshed value proposition anchored in everyday value, not just price. We simplified the in-store experience so offers are easier to find and benefits are explicit, and introduced a direct, customer-first messaging framework applied across channels, stores and fleet, unifying visual language, signage and livery into one coherent system.

    OUR DELIVERABLES

    Market research & consumer insights
    Brand proposition development
    Messaging framework & visual language
    In-store & signage system
    Brand livery & rollout guidelines

    THE RESULT

    Carrefour shifted from a price-driven offer to a “more for you” promise, boosting customer engagement and reinforcing long-term market leadership.

  • Nomas

    Nomas

    Nomas

    Let life flow.

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    PROJECT OVERVIEW  

    Create a brand for a residential development that was focussed on the lifestyle and not the buildings.

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    WHAT WE DID  

    Generosity can be highly contagious. When we act kindly toward one person,
    that person is much more likely to be kinder toward others in the future.

    This starts a ripple effect of kindness. It starts as a single act, but then spreads outward affecting many more.
    Our acts of kindness don’t only affect the people we do nice things for,
    but many other people who we may never even come into contact with.

    Nomas creates the ripple effect in our society, where shared values,
    views and moments will lead to the fulfilment of the simplest of life’s pleasures. It is here that every conversation and interaction comes to life. .

    The name ‘nomas’ means contentment and amplitude. 

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    PROJECT DELIVERABLES

    Brand positioning
    Brand strategy
    Design systems
    Brand identity
    Brand guidelines

  • Masarra

    Masarra

    Masarra

    From the wonder of Abu Dhabi
    to the world

    “Dragoman embraced the time challenge and our developing business plan to deliver a brand our team is very excited to promote across the globe to grow tourism in Abu Dhabi.”

    Asif Parker

    THE CHALLENGE

    Miral, the creators of the awe-inspiring experiences in Abu Dhabi, like Yas Waterworld, Ferrari World, WarnerBros. and Sea World sought to develop a destination management company (DMC) to elevate the tourism experience for travelers to Abu Dhabi and the UAE.

    HOW WE WORKED

    The goal was to soft launch the brand at WTM in November 2024, which gave us 8 weeks to deliver the brand. We worked intimately with Asif Parker (General manager) and his newly formed team, to develop the brand. We formed a very close working relationship exploring and testing new ideas as the business plan was unfolding.  We also set up a global community of travelers to provide real-time feedback on the brand as we developed it.

    THE SOLUTION

    DMCs often focus their brand on the role they play with travel operators and position themselves on their functional attributes. We recommended we define our brand purpose on the role we play in helping travelers fulfill their travel experiences.

    Purpose:

    Delight people in the wonder of our world 

    Promise:

    Savour the world 


    We then created an ownable name in Masarra that originates from the word for delight and happiness in Arabic but with a unique spelling for ownership. 
    Our identity combines the local flavor of Abu Dhabi with the opening of the window to the world. We combined with our GenPlus group partners and their PR agency to soft launch the brand at WTM and develop the comms for the brand as it goes to market to sign up its partners.

    OUR DELIVERABLES

    • Brand Positioning
    • Name, Identity, Visual system
    • Guidelines
    • Video
    • Communication

    THE RESULTS

    Masarra is successfully signing up global travel operators and local travel providers to curate and deliver authentic and extraordinary experiences for their Abu Dhabi visitors.  

  • Al Forsan Village

    Al Forsan Village

    Al Forsan Village

    Activating a vibrant community 

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    PROJECT OVERVIEW

    The area surrounding the Al Forsan International Sports Resort (AFISR) was masterplanned to create a new and vibrant community in Abu Dhabi. This was also the first development of the newly formed Al Forsan Real Estate.

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    What we did

    To establish a new development brand in a crowded real estate market, we used the aspect of sport and its broader impact on a community as one of the key factors for the brand proposition. The impact that the development would have on the surrounding area and its community was also an inspiration, not only for the brand but also eventually the corporate development brand. The brand proposition, the fabric of the community, became the inspiration for a vivid brand. The various components of the development were brought to life through a tapestry of iconography and colour that conveyed a sense of excitement and created and engaging visual narrative that transcends nationalities and cultures to create a connected and vibrant community.

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    PROJECT DELIVERABLES

    Insights and research
    Brand strategy
    Brand architecture
    Brand assets
    Design systems
    Brand guidelines

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  • Al Forsan Real Estate

    Al Forsan Real Estate

    Al Forsan Real Estate

    Building communities that enrich lives

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    PROJECT OVERVIEW  

    Al Forsan Real Estate is the holding entity for Al Forsan Village, a vibrant residential community in Abu Dhabi.

    In the UAE, there is very little differentiation between property developers, as they all communicate the same brand proposition around quality, green spaces and sustainability. The congested market allowed Al Forsan Real Estate to create a unique brand and market proposition.

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    WHAT WE DID  

    Dragoman reviewed the company’s existing brand architecture and assessed the business’s components, to ensure that the new brand could house a future growing portfolio of real estate communities.

    Dragoman’s recommended brand proposition focused on Al Forsan Real Estate’s positive impact beyond their communities and into the surrounding neighbourhoods. In essence, positioning them as the master-developer that create ‘active communities that enhance the fabric of society’.

    The name Al Forsan (means knight in Arabic) and the company’s dynamic approach to development inspired the brand’s identity and visual style. Dragoman created the brand identity and the suite of brand assets, including the corporate stationery, company profile and digital assets. The design elements allowed Al Forsan Real Estate to have a strong presence at the upcoming Abu Dhabi real estate trade show.

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    PROJECT DELIVERABLES

    Brand strategy
    Brand proposition
    Brand architecture
    Brand identity
    Brand assets

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