BACKSTAGE is a Saudi fashion concept store that has been bringing international brands to the Kingdom for seven years. We rebuilt its identity end to end, from the logo and packaging to the store interior, social media and website, in two weeks.
PROJECT DETAILS
NAME
BACKSTAGE
COUNTRY
Saudi Arabia
SERVICES PROVIDED
Rebranding, Interior Design, Social Media Design, Website Design
YEAR
2023
PROJECT OVERVIEW
After seven years in the market, BACKSTAGE had grown into a multi-brand fashion destination, but its identity hadn't grown with it. The store needed one system strong enough to hold dozens of international labels without disappearing behind them, and flexible enough to work on a shopping bag, a storefront and a phone screen. We delivered a full rebrand: a new logo and B monogram, typography, packaging and merchandise, the store interior and signage, social media design and the website at backstageksa.com. Today the identity lives on the facade, the counter, the bags and the online store.
CHALLENGE
Rebranding a business with seven years of loyal customers is riskier than launching a new one: the new identity had to feel like a clear step up without losing the people who already knew the store. It also had to work in very different places, from a building facade to a hang tag to an Instagram grid, and stay strong next to the international brands on the racks. And the whole system had to be ready in two weeks.
SOLUTION
We built the identity around one idea: BACKSTAGE is where you get ready before you step on stage, so "It's time to shine" became the brand line. The B monogram is drawn as one continuous line, simple enough to emboss on a rubber patch and bold enough to light up a facade. A strict black, white and chrome palette and the Boldu typeface keep every touchpoint consistent, so the store, the packaging, the feed and the website read as one brand while the products bring the colour.
Weeks to rebrand a 7-year-old fashion retailer
Disciplines under one system: brand, interior, social and web
The Concept
BACKSTAGE is where an outfit comes together before it goes out into the world. We turned that into the brand line, "It's time to shine", and a visual language of stage light, chrome and plastic wrap: raw like a backstage, polished like the show.
The Identity
Logo & Monogram
The B monogram is drawn as one continuous line that folds back on itself, a nod to a garment on a hanger and to the curtain between backstage and stage. It works on its own as a stamp, a tag or a light box, and next to a wide geometric wordmark.
Typography
Boldu, a wide geometric display face, gives the wordmark and headlines a confident, fashion-forward voice that reads well from a facade across the street and from a hang tag in your hand.
Packaging & Merch
Every item leaves the store as part of the brand: boxes in black, white and silver, mailers, hang tags, a rubber patch, branded tape, a canvas tote and a full stationery set.
Interior & Retail
We carried the identity into the physical store: the facade sign, the reception counter, the in-store screens, the lightboxes and the Women and Men wayfinding. On the left, the designs from 2023. On the right, the store as it stands today.
Social Media & Campaigns
For social and out-of-home we designed a flexible layout system: the vertical BACK—STAGE type, the monogram as a frame and a black and white treatment that lets every collection stand out. Campaign photography was supplied by the client.
The Website
We designed backstageksa.com as the brand's online flagship, using the same monochrome system so the products and campaigns lead. It is live today, delivering across Saudi Arabia and the Middle East.
