Milk Network· 2023
Thaat: a wellness sub-brand for Tabib Group
Milk Network worked with Tabib Group on Thaat, a sub-brand that gathers beauty, wellness and fitness services in one place, built around a peacock mascot and a new visual identity.
- Client
- Tabib Group
- Work
- Brand strategy, Naming, Identity systems
Overview
Tabib Group launched its app in 2017 and became a beauty and wellness marketplace in Saudi Arabia, connecting users to clinics and service providers across seven main cities through a network of more than 600 vendors, with fast booking and competitive offers.
The team wanted the app to become a single destination for beauty, wellness and fitness, with a stronger service range and customer experience. The existing design and the limited variety of services did not carry that holistic promise. Discounts also overshadowed the breadth of services on offer, which worked against the premium image the brand was after.
Tabib Group chose to close the gap with a new sub-brand, developed through a research-led process with Milk Network. The sub-brand carried the company's refined vision and its commitment to wellness services that address mind, body and soul.
Name and strategy
Thaat is an Arabic word for the self, and it gave the sub-brand an emotional connection with its audience. The name echoes the holistic approach to wellbeing carried by services designed to fit into people's lives, and it holds a second meaning: that particular service which matches a person's needs and aspirations.
Milk Network built an evidence-based brand and communication strategy that expressed the sub-brand's commitment to giving people the tools, guidance and inspiration to recognise their own beauty, accept themselves and carry that confidence into everyday life.
The peacock and the colour
The peacock was chosen as the brand's mascot after research. In the identity it stands for holistic wellness and steady confidence. For centuries the bird has held attention with its beauty and symbolism, and its vivid feathers, a spread of colours, have signalled divinity, royalty and self-assurance, which suits the brand's premium positioning.
The deep blue of the logo carries balance, confidence and serenity, and celebrates a person's own beauty and the confidence to show it.
Outcome
Thaat launched as a sub-brand that invites people into total wellness for mind, body and soul, following a joint effort by Tabib Group and Milk Network that moved from research and strategy to identity and communication.
Scope of work
- Rafting Boat Workshop
- Brand Naming
- Brand Strategy
- Communication Strategy
- Brand Identity
- Social Media Management
- Campaigns