Jumeirah Branding
Brand Refresh: The Jumeirah merchandise refresh elevates traditional guest touchpoints into expressions of modern luxury and brand storytelling. Designed to reflect the group’s signature blend of refinement, heritage, and hospitality, each product in the collection delivers a tactile, memorable experience—from welcome gifts to in-room amenities. 1. Welcome Chocolate Box A sculptural matte black box accented with abstract golden linework and a gilded Arabic wordmark transforms the simple gesture of chocolate into a ceremonial welcome ritual. The packaging design draws inspiration from Arabic geometry and calligraphy, with brush-textured gold framing a minimalist composition. Inside, the Jumeirah gold logo is delicately foiled, reinforcing brand elegance through detail and discretion. The Arabic writing on the chocolate box spells "شوكلت", which is a transliteration of the English word "chocolate" into Arabic script. It’s a phonetic rendering often used in branding or packaging to maintain a modern, international tone while reflecting local language. 2. Signature Water Bottle Crafted in sleek black aluminum, the reusable water bottle is both sustainable and stylish, wrapped in a branded sleeve with a painterly gold band. Designed for guests on the go—from poolside lounging to luxury excursions—it subtly reinforces the brand’s lifestyle positioning while aligning with eco-conscious luxury. 3. Bespoke Fragrance & Box A black satin-finish fragrance box opens to reveal a custom unisex perfume, exclusively designed for Jumeirah. The interior is structured in luxe textured foam, with a gold-plated bottle label and minimal branding. The message "We Are One" on the box exterior underscores unity across Jumeirah’s international properties, anchoring the scent as a signature of belonging and refined memory. This refresh brings cohesion across merchandise through a restrained black-and-gold palette, minimal modern typography, and custom brush gold motifs—expressing timeless Arabian hospitality in a modern, collectable format.