Mada Carpets
Medina-Born Inspiration: Repositioning a Staple Prayer Rug Manufacturer in KSA
Challenge
Mada Carpets is one of the well known carpet manufacturers in KSA, their lines extend from prayer rugs to area rugs and industrial carpeting. They approached Blue Hat wanting to reposition their business proposition by shifting their retail model to address and cater to the B2C market (along with existing B2B operations), focusing on the high-quality, Medina-born prayer carpets.
Additionally, with the COVID pandemic and travel scarcity kickstarting a boom in e-commerce, religious travellers (especially to Mecca and Medina) were actively looking to purchase items that carry that special connection and spiritual connotation.
Some of their unique selling points consist of the fact that they are locally made with association to Medina, the manufacturing is more design-led compared to competitors, their rugs are composed of an antibacterial material which makes them quite durable, and they are sustainable (made from Polypropylene - SABIC).
They sell to both local and international wholesalers, retailers in KSA, supermarkets, and private labels.
Intervention
We started out this project by researching the trends to tap into market gaps, and we also analyzed case studies and international best practices in order to utilize any lessons learned. For the next step, we conducted workshops with the client in order to comb their brand. During the workshops, we had to rethink their brand architecture, positioning and values to stay relevant to their new vision.
We proposed different brand models including the Branded House and the Pyramid Model. We also presented different options for the brand archetype including updated values and brand style. After deliberations, we decided alongside the client that the Pyramid Model would best suit their varying ranges. We created a regional competitor positioning, and identified their B2B target audience and B2C target personas.
Results
For the brand strategy, we positioned Mada Carpets as one of the leading Medina-born carpet manufacturers that offers well-designed, high quality prayer rugs that are affordable and easy to maintain to muslims all over the world.
For the logo, we went with stylized and sleek, focusing on balance and refinement. The Arabic and Latin typography are of equal weight, the modern strokes exhibit a high contrast between thick and thin which brings the Mada Carpets logo to 2020. Even though the typography is matching in both languages, we started with the English first, then inspired by its strokes, we created the Arabic font. We also focused on legibility, which plays a major role in making this logo accessible and approachable knowing that the brand personality is the everyman, due to its reliable and local feel.
Inside the Kashida of Mada’s Arabic writing, sits a Saudi inspired motif in the form of 3 flowers. These are Medina motifs to further ground the Medina-born aspect of the brand, which is also one of its unique selling points. The pattern is an abstract representation of the architecture and floral motifs drawn from Al Masjid an Nabawi coupled with the angles inspired from the “د” letter.
For the color palette, we were focused on elegance and heritage. The main palette is inspired by the iconic shade of emerald green from the Al Masjid an Nabawi’s dome, which we also complemented with a timeless shade of black for more contrast.
Our team also designed the packaging for both the low and medium-end carpets, and the high-end carpets, while utilizing different materials and style for each; paper bags and the cloth tote bags respectively. We also created the gift box design, the wrapping paper, and ribbons to fulfill all elements of the unboxing experience for the consumer.
As additional branding features, we created the business card designs, patterns and labels on the actual products, newspaper template, corporate presentation templates, Return and Exchange documents, USP cards, greeting cards, and stickers.
Stay tuned as we wait for Mada Carpets to officially launch their rebrand online and become accessible via e-commerce.
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