The challenge was to identify Rituals’ true competitive differentiators and to adapt & interpret the local culture while remaining faithful to the values of the brand. Skyne determined the local strategy, set the guidelines for cultural brand identity adaptation, including use of Arabic typography, and created specific communication tools to engage the Middle East target audience during Ramadan.
Rituals received a tailor made report containing a comprehensive overview of all elements you should take into consideration when entering a new market, including local market opportunities and strategic choices for the UAE, Oman and Qatar expansion. The client was very happy with such a detailed, yet practical report as well as the visual guidelines for the local brand identity and the communication tools that were created specifically for Ramadan engagement. Since then we have created several other communication means and we have been consulting Rituals on their market approach.