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There needs to be a good fit between what the brand stands for and what people looking for from the product," said Tanita Sandhu, executive consulting director at The Brand Union, part of the WPP Group.
The rebranding was done in association with The Brand Union Middle East.
The Brand Union also created a bag and envelope in which to donate any unwanted clothes and money to the poor and needy.
The Brand Union is considered to be one of the world's leading branding consultancies.
The contract to draw up the sign has been won by Mr Martin Lambie-Nairn at The Brand Union, whose previous work has included the new BBC corporate identity and the old Channel Four logos.
The specialist companies collaborating in The Shopper Marketing Store are The Brand Union, FITCH, The Futures Company, G2, JWT Retail, Kantar Retail, Landor, Lunchbox, OgilvyAction, Rockfish, Shopper2Buyer, The Smollan Group, TNS, Wunderman and Y&R Retail.
During her time with UK-based The Brand Union, she directed strategic branding, brand architecture, package design and corporate social responsibility work for SABMiller in Europe, Russia and Latin America.
The Brand Union Middle East, based in Dubai, oversaw Malabar Gold's brand identity and logo over a 15-month period.