Callem Corporate identity
| Fact |
Value |
| Contact |
Dubai |
| Client |
Callem |
| Project |
Corporate identity |
| Industry |
Retail |
| Timeline |
17 Months
Sep 05 - Feb 07 |
| Services |
Opportunities and Insight Report
Brand and Product Innovation
Information Design
Interactive Design
Environments
Brand Audit (including VISEQS)
Competitive Analysis
Brand Positioning
|
| Team size |
4 The Brand Union
3 Client |
The Callem mobile units are presented in their own encapsulating units. Contemporary in design with a somewhat retro feel, it harps back to the sci-fi series of the early seventies, like UFO and Space 1999. They are smooth, slender and curvaceous, almost medical in their structure. Each encases two units, individually lit by their own concealed spot light, giving each mobile a jewel-like appearance. This is set against a background base colour of vibrant green and a mosaic of amoebic leaf patters which gives an organic and natural aspect to the whole concept. It’s young and fresh, with-it and trendy.
Jon R. Harrison, Gulf Marketing Review.
The trendiest mobile phone outlet to hit the Middle East, Callem offers a new type of phone retailing experience. With over 100 stores across the Kingdom of Saudi Arabia, Callem prides itself on being customer centric and reflecting the heartbeat of the young Saudis.
We created a futuristic environment that gave an insight into the direction that mobile phone retailers are moving.
As a relative late comer to the Saudi Arabian telecom market, Callem wanted us to put them on the “map” by helping them create a strong telecom retail brand with a consumer interface that underlines the purchasing experience.
The challenge was to develop a name and identity that is unique to the store and communicates the message to the target consumers of sound vibration, connection and pulsating movement.
An exciting retail environment
We created a visually striking retail environment including breakthrough form for the mobile phone display pods and the cash desk. Using vibrant colours, a minimalist approach and an innovative design, we created a futuristic environment that gave an insight into the direction that mobile phone retailers are moving.
Overall, the environment we created is conducive to the growth of the Callem brand while driving sales from their partner companies.
A new communication brand
We also developed Callem's brand line 'in touch', which reflects the primary role of mobile phones as a huge part of communication in modern day life. It also lets the consumers be right at the cutting edge of technology and gadgetry while providing the primary form of communication with friends and family.
Driving business growth
The brand perception has already attracted much attention from shopping malls, who have been seeking to attract Callem into further prime locations.
With over 100 stores already across the KSA and plans to expand further into the region, Callem is currently expanding rapidly, opening an average of 3 to 4 outlets and kiosks per month. Having already secured key supplier relationships, Callem are now selling most leading mobile phone and accessory brands. In this multi-billion dollar market, Callem expects to lead the industry in the Kingdom of Saudi Arabia and later expand their success to the rest of the region.
The energy lines, unique green colour and visual treatment we created for the brand is successfully connecting with the Saudi Arabian youth. This paves the way for future region rollout and for the growth of the organisation with the brand leading the way.
The extraordinary retail design, including the trademark Callem display pods, further differentiate the brand in the market place.
The design also represents energy and is supported by a vibrant and fresh visual language to communicate with the Saudi youth. Callem, meaning 'talk' or 'call' in Arabic, and can also be a colloquial term for 'Call 'em' or 'call them' in English, allowing the brand to appeal to potential customers from different backgrounds and countries.
The response in the market has been exceptional and this has been proved through people's feedback and in our growing sales since our launch,” said Callem CEO and Owner Sultan A. Al Rajhi.