Turquoise brands Middle East phone product

Turquoise has designed the branding and packaging for a new pay-as-you-go mobile phone product for United Arab Emirates telecoms company Du.

Du appointed Turquoise in April without a pitch, the consultancy having worked for the mobile phone company since 2005, when it developed its identity. Du later appointed Turquoise as its brand guardian.

Du briefed the consultancy to create a brand that would appeal to UAE’s large ex-pat workforce, which is mainly drawn from India, China and other Asian countries.

Turquoise has named the product Alo, after the greeting that Arabs use when answering the phone in English.

As well as branding and creating packaging for the sim-card product, Turquoise has designed brochures, in-store advertising and exhibition collateral. It has also created a multilingual user-guide containing a wallet to store money in.

The Alo branding is rolling out this week, and the product is available from Friday.