Monday, May 23, 2016

Lippincott creates new Saudi mobile brand Jawwy

Jawwy is a new mobile offering from the Saudi Telecommunications Company, the state telco in Saudi Arabia. The new brand was developed by Lippincott, who assisted in everything from brand strategy, logo and packaging.

Jawwy is a colloquial word that apparently means "my atmosphere" in Saudi Arabia. It targets millennials and strives to help them express their digital identities. The orange logo uses Arabic letterforms to create a unique symbol.

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The brand is called Jawwy, which is Saudi colloquial for “my atmosphere” and was developed specifically for the youth of Saudi Arabia. Saudi Arabia has one of the world’s highest penetration rates of smartphones, and social media and 65% of the population is under the age of 30. Millennials in the region have a growing desire to express themselves via their digital identity, something they are unable to accomplish publicly due to strict cultural codes. Jawwy was based on deep ethnographic research and co-created with its consumers from end to end. It is a radical redefinition of the entire mobile service interaction — starting with how consumers wish to buy, pay, request service and communicate with their mobile provider.

Lippincott built the visual system around the anatomy of the symbol and its simple geometric letterforms. An orange tone, when tested amongst consumers, was found to resonate with the brand strategy and personality: natural, bright, optimistic, vibrant and warm. The logo is expressed as a contemporary wordmark in which the two Arabic letterforms are stacked vertically.
- Lippincott

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