ODG created a visual mnemonic that incorporated religious and cultural icons around a seasonal message. The stamp-like effect of the visual device also represented a quality seal of approval. The concept was inspired by traditional Middle Eastern souks and the hessian sacks that Arab merchants used to transport their goods.
The warm colour palette reflected the herbs and spices used in traditional Emirati cuisine. It brought a harmonious vibrancy to the stores, and contributed to making the shopping experience even more friendly and enjoyable.