Strategic Challenge

Oman’s digital infrastructure was underdeveloped and after speaking to our audience, we discovered that past attempts by other organizations created skepticism and fatigue to any thing labelled ‘Omani’. Our challenge was to signal global quality and trust by a local brand without leaning too heavily on familiar references.

Solution
We led a naming workshop that included young members of our audience that gave birth to the name: Xhawi. A name inspired by local Gen Z slang, Ghaawi, meaning attractive or compelling. We reinterpreted the ‘GH’ sound into a digital X, creating a calculated dissonance between the name and local culture. A name that scored high in memorability and trustworthiness.

Logo
Visually, the identity draws from the joy of unboxing. The logo suggests a ‘Ghawi’ item emerging from a box that subtly incorporates Omantel’s signature spark (the diamond) to create a visual connection to the mother brand.

Brand
The brand & visual language feels fresh and confident, with the framework to communicate every category in each phase of expansion. A system built to scale within the Omani market distinct from local and global e-commerce tropes.

Client
Omantel

Advertising Agency
Leo Burnett

Brand Strategy, Naming & Identity
Gom Design