Ajmal Perfumes has rebranded itself into Ajmal Dubai, incorporating the name of the city into its identity as it approaches its 75th anniversary.
The move is part of Ajmal Dubai’s strategy to position Dubai as one of the main influences on the brand. According to the company, the change reflects the brand’s heritage in oriental perfumery as well as its international footprint.
The rebrand is built around the brand’s platform ‘Scent of a City’ which frames fragrance as part of Dubai’s culture. It draws from the insight that fragrance plays a significant role in region – in the people’s daily lives as well as to mark special occasions.
The brand draws parallels from Dubai’s growth from a trading hub to a global business centre to its own expansion across international markets. According to the company, the new name highlights this connection clearly.
“Ajmal has always been rooted in the Middle East, and Dubai has played an integral role in shaping who we are today,” said Abdulla Ajmal, CEO at Ajmal Group. With the establishment of Ajmal Dubai, we have decided to take a name that represents our heritage and our global presence. The rebranding is a reaffirmation of our roots in the city and our presence across global markets.”
Conceptualised by the brand in-house, the rebrand was reshaped by the leadership on the basis of Ajmal Dubai’s long-term positioning.
The refreshed identity was first rolled out during an internal event on February 7th which saw 500 employees in attendance with the logo being revealed on Ain Dubai.
Ajmal Dubai will be launched a mass campaign for the launch that will run all-year round as part of its 75th anniversary programme. The campaign will include additional product launches and wider communications activity.
The updated name and logo will be rolled out across retail environments, communications and digital platforms.
