Joie Brands
Joie Brands is an agile, entrepreneurial brand and design consultancy.
We believe that good branding is good business. We have an honest and truly unique approach to doing business.
Scope of Services
- Brand Strategy
- Naming
- Brand Identity Design
- Brand Touch-points
- Brand Guardianship
- Brand Steward Ship
- Branded Annual Report
- Design
- Packaging Design
- Advertising
- Digital Design
- Signage and Wayfinding
About Joie Brands
We’ve been doing what we love since 2008. We define ourselves as a ’boutique brand consultancy’
Dubai is where we currently call home, but the brands we create are loved and enjoyed by humans all over the world. At Joie Brands, we believe that brands are just like people—they’re alive with unique voices and personalities. From the world’s most recognisable brands to newly born start-ups, we offer every brand we work with the same dedication and respect.
Over the years, we’ve gained in-depth experience across a lot of industries. And whatever sector your business operates in, our goal remains the same: to build a human brand that people want to spend time with.
Rove Hotels
THE SCOPE
— Brand Positioning
— Brand Promise
— Brand Personality
— Brand Identity and System
— Brand Guidelines (BPM, BIT, BST)
— Hotel Toolkits (Per Property)
— Tone-of-Voice
— Launch Campaign (Print and Digital)
THE HUMAN INSIGHT
Rove Hotels was developed in 2016 and positioned as a global mid-market lifestyle hospitality brand to complement Emaar Hospitality Group’s robust portfolio of world-class hotel brands.
Joie Brands was tasked with developing a storyline and brand identity for the hotel, targeting the modern, value-conscious and socially connected generation of travellers, all while paying tribute to traditional Arab hospitality, along with Dubai’s cool, to modern nomads around the world.
The aim of Rove Hotels was to align with the Dubai Government’s vision in the run up to EXPO 2020 in establishing hotel properties that cater to the growing middle class demographic and younger guest profiles with limited disposable incomes.
By identifying this target audience as ‘Rovers’, Joie Brands positioned Rove as ‘The Pulse of Dubai’ — a place that represents a global traveller’s base camp, providing the opportunity to ‘explore without borders’