Client: Al Jounah Perfumes, a mid-market perfume brand based in Abu Dhabi, UAE.
Objective: To completely reposition Al Jounah Perfumes from a cluttered, unorganized brand to a destination for “affordable luxury.” The goal was to establish a cohesive visual identity, implement a strategic content plan, and create a strong brand narrative that would resonate with a discerning UAE audience.
The Challenge:
Al Jounah Perfumes’ social media presence lacked a clear direction and a strong aesthetic. The brand’s messaging was inconsistent, and its visual identity did not reflect the quality of its products. In a highly competitive market saturated with both luxury and mass-market brands, Al Jounah needed to stand out with a polished, premium look that belied its accessible price point.
Our Approach:
Purple Fable was entrusted with the total transformation of Al Jounah’s digital identity. Our strategy was to move beyond simple product promotion and create a compelling brand story built on sophistication, quality, and local heritage.
- Brand Repositioning & Aesthetics: We gave Al Jounah a fresh position as a brand of “affordable luxury.” This was immediately reflected in their new visual strategy. We produced stunning, high-end imagery featuring professional models and premium backdrops, visuals typically associated with top-tier international brands. This bold aesthetic overhaul made the brand’s Instagram feed stand out and instantly elevated its perception.
- Strategic Content & Storytelling: We developed a multi-pillar content strategy to keep the audience engaged and informed.
- Glamour & Lifestyle: High-end visuals showcased the products in a luxurious context, creating a desirable lifestyle around the brand.
- Product Showcase: We presented the full product range with a consistent, clean style.
- Educational Posts: Content focused on the notes, ingredients, and art of perfumery to build authority and trust.
- Heritage & Culture: We launched the #EssenceOfUAE campaign to honor local heritage. This initiative banked on the “Made in UAE” government initiative, celebrating local craftsmanship and pride.
- Creative Communication: Each post was complemented by smart, creative headlines that accentuated the communication. We consistently ran brand-positioning campaigns to highlight the unique selling propositions and maintain a strong narrative, a core expertise of Purple Fable.
The Impact:
The complete brand overhaul successfully transformed Al Jounah’s digital presence. The new visual identity and strategic storytelling positioned the brand as a sophisticated yet accessible choice in the mid-market. The #EssenceOfUAE campaign successfully created a strong local connection, and the consistent, high-quality content led to a significant increase in engagement and brand loyalty, proving that strategic branding can redefine a brand’s place in the market.
