Naseem
The Gateway to Jebel Akhdar, Oman
The Omani Investment Fund sought to grow domestic tourism by developing new destinations that attract visitors all year round. At an altitude of 2000m, Jebel Akhdar, with its unique climate, agriculture, and rich heritage, was an ideal candidate. However, the area lacked mid-market accommodations. Visitors were limited to either luxury resorts or unbranded low-cost options. The mission: create a family-friendly, accessible destination that balances adventure, wellness, and authentic local experiences.
The Shift
To unlock Jebel Akhdar’s full potential, the destination needed to shift from a scattered offering to a branded, value-driven experience. The aim was not only to provide affordable accommodations but to build a strong brand that resonated with Omani families, nature lovers, and adventure seekers, making Jebel Akhdar a go-to staycation and tourism hotspot.
The Breakthrough
Skyne developed a distinct destination brand: Naseem, the gateway to Jebel Akhdar. Through strategic naming, positioning, and identity creation, we turned the concept into a compelling market-ready brand. The result: a unique, adventure-focused destination offering mid-market hospitality with high-end experiences, setting a new standard for accessible tourism in Oman and driving increased interest from families, tourists, and corporate groups.
Strategic Brand Creation for a New Tourism Destination
Skyne conducted extensive market research to identify opportunities and audience needs. We developed the brand name ‘Naseem’, meaning ‘breeze’ in Arabic, capturing the pleasant climate with light breeze and inviting atmosphere. The strategy positioned Naseem as the starting point for all Jebel Akhdar adventures, where visitors can explore nature, culture, and leisure while enjoying value-for-money accommodations and facilities.
Adventure begins where comfort meets curiosity.
Designing an Identity That Captures Adventure and Belonging
The brand identity was crafted to reflect the unique mountain setting and authentic Omani culture. Visuals balanced sophistication with a welcoming, family-friendly appeal. Skyne created a full suite of digital and print collateral, signage, and exterior branding, ensuring every touchpoint reinforced Naseem’s promise of adventure, relaxation, and discovery.
Roel Vos
Partner Skyne
Oman’s natural beauty is truly breathtaking. The development of this family-friendly adventure and wellness resort reflects a powerful vision, to make Oman’s beautiful destinations more accessible, enjoyable, and inviting for both domestic and regional travellers. It was incredibly fulfilling to help shape a brand that not only supports tourism growth, but also contributes to the nation’s broader ambition of building a thriving society.