Qoot Relaunch: Reinforcing the social impact of restaurants & cafés within the new Saudi Arabia
Qoot (part of Mukatafa Group), is the first association supporting the private sector in Saudi Arabia. As the Restaurants and Cafés Association, Qoot benefited from a new law enforcement part of the new Saudi Vision 2030, allowing the legal establishment of associations within the country.“Qoot” which literally means “food” in Saudi dialect, aims to further support and develop the restaurants and cafés industry in Saudi Arabia, as part of a bigger vision to transform the Kingdom of Saudi Arabia into a diversified socio-economic system as per the leadership of Prince Mohammed Bin Salam.
Qoot Restaurant & Cafes Association
Qoot has approached Skyne to relaunch the association into a bolder brand driven by a bigger purpose that is culturally relevant in the current Saudi context, and able to connect with various stakeholders that are shaping the local restaurants and cafés industry.
Under the supervision and management of Prince Waleed Al Saud, Qoot has approached Skyne to relaunch the association into a bolder brand driven by a bigger purpose that is culturally relevant in the current Saudi context, and able to connect with various stakeholders that are shaping the local restaurants and cafés industry.
As part of Skyne’s philosophy “everything starts with a conversation”, Qoot and Skyne organized a kick-off workshop in order to dive at the heart of the brand. During this meeting, Skyne discovered that Qoot was facing several brand challenges:
- lack of understanding Qoot’s role as a new actor in the context of the New Saudi Arabia;
- disconnection between the public and private sectors which needed to be disrupted and showcase synergies; and finally
- the negative image the restaurants and cafés industry had in the local context.
Qoot is not about growing a the R&C industry while overlooking the social impact. Qoot is about making business growth that serves humans.
Elevating the brand with a bigger purpose for the New Saudi Arabia
Skyne believes that what makes brand unique is the combination of an authentic grasp of the brand’s spirit and a creative approach that will push the imagination further.
Skyne started the immersion within Qoot’s ecosystem with an in-depth research phase including: a series of interviews with Qoot’s association members, an internal workshop with Qoot’s team members, and analysis of global benchmarks.Skyne has crafted the new brand under the bold platform named “Responsible Growth”:
Saudi Arabia restaurants and cafes industry into a new era of prosperity, prominence and participation, enhancing the quality of life of all we serve; Qoot believes that growth goes hand-in-hand with the social impact that will benefit all the key players within the ecosystem. This brand belief drives what Qoot imagines to build a successful future for the R&C industry in Saudi Arabia.
Translating the brand into creative language
In line with the company’s character and brand strategy, Skyne developed a matching and refreshing brand identity that clearly makes the company stand out in the Saudi landscape. Qoot values of compassion, spirit of federation, empowerment. Portraying Qoot as a as a facilitator, genuine and rooted in the New Saudi Arabia identity open to the world, yet confidently rooted in identity’s character with a smooth and warm tone of voice, we symbolically visualise that responsible growth aspect within the brand identity. This is visually achieved with a typographic solution that is bold, clear and full of character.
Making Qoot brand digital-friendly to optimize communications
Skyne was also commissioned to design the website in order to make the new brand identity implemented on the most important online platform to connect investors, employees and regulators from the restaurants and cafes sector to drive the business growth and sustainability.
People from the industry can join the platform by becoming a Qoot member. After becoming a member, they have the opportunity to access localized content to enhance their business (rules & regulations, knowledge & resources) and they will be able to connect with various sector leaders and peers that face similar challenges through events.
A successful relaunch in Saudi Arabia that allowed all stakeholders to better understand the role that Qoot plays within the current economical context, and enhance brand visibility with bespoke and inspiring communications. Moreover, Qoot has also been able to increase its members and subscribers. Skyne is proud to have worked with Qoot and its people in order to help the R&C community become bigger and bigger to achieve the brand’s purpose.
“Skyne invests a lot of time to really understand your challenge.”
They take your thinking to the next level and make it more focussed. They shape your strategy in a better way than what you had in mind. Skyne kept us on our toes, they are quick, so we had to become quick as well. Lastly and most important is the quality of the deliverables it was beyond our expectations. We see Skyne as a real business partner.
– Waleed al Saud
How we helped Qoot to capture the core essence of the brand and the spirit of its people who are leading it
Research & Analysis
Target audience research
Strategy & Story
Concept & Design
Brand identity design
Brand collateral design
Communication & sales tools design
Signage & Wayfinding design
Implementation & Activation
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