Part of Apparel Group, R&B is a Dubai-based and fast-expanding, fashion brand and retailer. R&B as a brand offers the latest trends and fashions, built on a strong value proposition alongside superior quality. We have been tasked to help reposition this brand, looking at both its visual identity and retail experience.

The brand is aimed at the entire family, with an offer that works across the generations. However, a key challenge is differentiation and the ability to stand out in an increasingly crowded market, ensuring their customer knows what the brand stand for, its points of difference, and where it adds value.

We took a deep dive into the global and local fashion market and influences while also unearthing the key differentiators within R&B, to build a new brand positioning, visual identity, and experience.

This resulted in a refreshed visual identity, developing a refined logo, bold typography, vibrant colour palette, dynamic brand patterns, product icons and tone of voice to bring energy and constant innovation to the brand language. We have elevated the brand’s fashion credentials, bringing more joy to the brand, alongside exaggerating its fast moving offer, with a constantly changing and varied product offer that appeals to the whole family.

This sees the creation of a brand that is full of energy, conveys confidence, is bright and positive and most importantly dials up play. This is a brand that never stands still, is always new, expressive and discovery-driven, and elevates its fashionability alongside its great value.