Manar Al-Rawi: A Unique Voice in Abaya Design
Situation: Rebranding a Leading Abaya Designer After Years of Success
Manar Al-Rawi is a leading Abaya designer hailing from Jeddah, Saudi Arabia. After several years of being on top of her game (abaya brands sector) and appearing in numerous fashion shows and exhibitions around the world, the client decided to rebrand and present a fresh new face to her customers and fans and present as one of the best abaya shops in Jeddah.
The Saudi abaya market is competitive, with numerous designers and brands vying for attention. After over 10 years of success, Manar Al-Rawi needed a rebrand that would modernize her brand while leveraging her established reputation and experience.
Task: Rebrand to Present Fresh Face While Leveraging Experience
The challenge required:
- Modern rebrand: Fresh new face for customers and fans
- Unique positioning: Brand strategy that positions as unique voice in competitive market
- Quality emphasis: Brand that communicates passion for perfection
- Cultural balance: Brand that combines technology and tradition
Action: Strategic Brand Development
Brand Strategy
The brand strategy for this client was to position the fashion brand as a unique voice with a real passion for perfection in the apparel they create and the culmination of technology and tradition. The result is a sublime logo design and brand identity.
Market Insight: Manar is a very talented fashion designer who had been in the abaya-making industry for over 10 years and wanted to scale it to one of the top abaya brands in Saudi Arabia. When she first started, long before Dolce & Gabbana abayas, the target audience was ready for chic designer abayas, and that’s when she realized that Arab women spend a ton of money on designer clothes that are hidden under their regular abayas that were not designer and lacked the look and feel.
This strategic positioning:
- Creates unique voice: Stands out in competitive abaya market
- Emphasizes perfection: Brand communicates passion for perfection and quality
- Balances innovation: Combines modern technology with traditional design
- Leverages experience: Builds on 10+ years of industry recognition
Website Design
The client wanted a designer fashion website that stood apart from the usual e-commerce websites (and other wedding dress shops) that other fashion brands (abaya styles) in Saudi Arabia were promoting. She wanted a simplistic yet elegant website that focused on the beautiful photos of the various abayas.
We created a stunning website that is on brand and presents the client as a unique voice in the noisy landscape of Saudi fashion brands. With a solid color palette, lots of breathing space, and elegant presentation of collection photos, the website looks very pleasing and hints at understated luxury.
This website design approach:
- Creates simplistic elegance: Stands apart from usual e-commerce sites
- Focuses on photography: Beautiful abaya photos take center stage
- Uses breathing space: Lots of white space creates luxury feel
- Maintains brand consistency: Solid color palette creates cohesive visual experience
- Communicates luxury: Understated luxury hints at premium positioning
Beautiful Collections: Easy Navigation
We create a beautiful layout for the various apparel galleries and are populated with beautiful photos of models in abayas. The result was a chic-looking apparel collection that was easy to navigate and move around.
Elegant Product Pages: Center Stage Images
The product pages also had an elegant layout with the featured images taking center stage and various thumbnails below it. The product description and options are simple and striking.
Optimized Sales Funnel: Seamless Conversion
The ordering system and the shopping cart are simple and intuitive. The sales funnel is optimized to take the visitor from browsing the collections to the product details page to the shopping cart and check out. The whole process is seamless and removes any unnecessary steps to increase conversions.
Mobile Abaya System: Innovative Service
The client also launched a very innovative “mobile” abaya system where a branded van would come to customers’ residences through a booking system. Once there, clients can browse through the various collections of abayas at their leisure and in complete privacy. They would also get a personal consultation, measurements, and any additional design tweaks before they can complete a purchase.
This innovative service works because:
- Privacy: Complete privacy for customers
- Personal consultation: One-on-one service
- Convenience: Comes to customer’s residence
- Customization: Measurements and design tweaks available
- Branded experience: Branded van reinforces brand identity
Photography Art Direction: Brand-Custom Fit
The client requested us to help with the photography art direction and come up with a look and feel for their product photos that would act as a guide as newer collections were added to the website down the line. The result is a collection of beautiful photos that are custom fit to the brand and enhance the value of the brand tremendously.
This art direction works because:
- Consistent look: Guide for future collections
- Brand fit: Custom fit to brand identity
- Value enhancement: Enhances brand value tremendously
- Professional quality: Beautiful photos maintain brand standards
Result: Brand Identity That Presents Unique Voice
The brand identity we created for Manar Al-Rawi successfully positions them as a unique voice in the competitive Saudi fashion brand landscape. The comprehensive brand transformation delivers:
Strategic Outcomes
- Unique positioning achieved: Brand successfully positions as unique voice combining technology and tradition
- Quality emphasis: Brand communicates passion for perfection in apparel creation
- Modern rebrand: Fresh new face presented to customers and fans
- Market leadership: Brand positions Manar Al-Rawi as one of the best abaya shops in Jeddah
- Innovative services: Mobile abaya system differentiates from competitors
Implementation Success
Today, Manar Al-Rawi uses this comprehensive brand identity to attract customers who want chic designer abayas. The brand successfully positions them as a leading abaya designer with over 10 years of experience who combines technology and tradition to create perfect apparel. The sublime logo design and brand identity, combined with the simplistic yet elegant website design and innovative mobile abaya system, creates a complete brand experience that enables Manar Al-Rawi to scale to become one of the top abaya brands in Saudi Arabia.
