Rrush
Quick Doses of Fabulousness: A Creative New Take on Dry Bars in Saudi
Project Type
Branding
Digital Marketing
Achievements
Muse Creative Awards Gold Prize for “Social Media - B2C”
Challenge
Having the empowerment of Saudi Arabian women be at the heart of the Kingdom's Vision 2030, Saudi women entered the workforce in heaps seeking more career opportunities. Such a development, meant that Saudi women, who by nature value beauty and style, became busier than ever-- and this demanded their everyday beauty routine services to follow suit.
As a busy woman always on the go, this client was always attracted to the idea of convenience, especially with her lifestyle. Something about efficient beauty service was important to her, particularly during her frequent travels. Hence, the idea of creating, rrush, a unique express beauty salon for women was born.
Intervention
In order to bring the business inception to life, we conducted rrush’s brand strategy and tangibility. To point out and utilize the market gaps in KSA to our favor, we researched the latest waves and trends and referred back to best practices and case studies, to be able to conduct a full situation analysis both regionally and internationally. All of our ideas were based on intensive research on consumer behavior and psychology.
We identified the brand’s customers’ identity, aims and mores, and in parallel came up with the business’ purpose and values.
Results
We positioned rrush as the only beauty salon that offers express beauty and grooming services that satisfy the basic needs of young females (Millennials), who are seeking to maintain their daily beauty routine in between their busy schedule in Riyadh, in an age where time is one of the most valuable assets.
We created the “Hero” brand for Rrush to fulfill millennials’ needs for immediacy and experiential spaces, especially with their beauty habits. Rrush is the savior for women who have no time to spend hours at beauty salons, they are the women rushing from meeting to meeting, taking calls while also checking in on their children, families, and friends. These women want to look good while they go about conquering their day, and this is where Rrush responds and fulfils that need to the dot.
In addition, we ensured that the brand’s tangibility be it in offerings, communication, environment, and behavior also followed through the proposed strategy and new brand DNA. Starting with the ideation and conceptualization of the space, coordinating and collaborating with the interior designers, and deciding on every last feature. Our branding efforts also covered details from brand offerings such as: naming the different services, advising on products to be used, creating a retail corner, to the behavior of the staff, their uniforms, and the in-store sensory experience.
We accompanied the client in every stage, looking into the tiniest details and design collaterals, together with the website and business card design, retail corner conceptualization, internal messaging for the space, even towels and iPad covers.
Perhaps, one of the most exciting parts of this project was creating the magic chair that caters to the needs of the busiest customer with the tightest schedule. On the magic chair, in just 20 minutes you would get your blow dry done, nails painted, eyebrows plucked, and eyelashes placed. Truly magical! With rrush, you will be in and out in no time looking fabulous!
People Also Viewed
Blue Hat™ - All Rights Reserved.