Bloom & Souk — Retail Rebrand

Bloom & Souk came to the engagement with strong store locations and weak brand recall — customers loved the shopping experience but couldn’t describe the brand to a friend. The first phase was pure strategy: category mapping, mystery-shopper research across competitors in Riyadh and Jeddah, and a repositioning platform built around "curated, not crowded."

The identity system that followed leaned into that idea directly: a restrained wordmark, a warm sand-and-oxblood palette that reads as premium without tipping into luxury-fatigue, and a modular signage kit that let each store keep its own layout while still feeling unmistakably Bloom & Souk.

Launch rolled out across two flagship stores before expanding chain-wide, paired with a local-influencer seeding campaign timed to the reopening weekend.