MANAMA, 3 December 2007 -- Durrat Al-Bahrain, the kingdom's largest planned luxury residential, commercial and tourist resort development, yesterday launched at the Banyan Tree Desert Resort and Spa its new brand that will serve as an "inspiration for everything that Durrat Al-Bahrain says and does, and will see its associated values embedded across Durrat Al-Bahrain's business to create an experience for residents, visitors and employees."
Created around the central brand idea of "urban living, island style," it is derived from the contrasting nature of life at Durrat Al-Bahrain both in terms of its geography, where the desert meets the sea, and what life will be like -- a vibrant and contemporary urban environment, full of different and contrasting opportunities on an idyllic island resort.
Jassim Al-Jawder, CEO of Durrat Al-Bahrain, said "Durrat Al-Bahrain's offer is unique -- no other development offers urban living in an island setting. It offers a harmonious blend of distinct lifestyles across its five districts, allowing people to live their lives the way they want, surrounded by the pristine waters of southern Bahrain. The new brand will help us to compete successfully by differentiating us as we create and convey the Durrat Al Bahrain experience."
Durrat Al-Bahrain's new brand is supported by three essential values: vibrancy, enchantment and edge. Vibrancy will ensure that Durrat Al-Bahrain is visually associated with bright and vivacious colors, and, behaviorally, it will always be engaging and pro-active.
"The resulting experience for homeowners and visitors will ensure that Durrat Al-Bahrain is exhilarating and energizing, full of excitement and things to discover and enjoy. Durrat Al-Bahrain is an enchanting place, where everyone can find peace and fulfillment."
"It offers privacy and the opportunity to take part in a host of social and sporting activities. Above all, Durrat Al-Bahrain's enchantment means that it is a place where most things are possible and every day is different."
"Edge means that Durrat Al- Bahrain is truly contemporary, and will always be at the forefront of the latest design, technology and thinking," the company said in a statement.
Durrat Al-Bahrain's new icon is a circle of entwined blue and yellow, representing the land and sea, reflecting the embodiment of Durrat Al-Bahrain's natural environment as well as its offer of two worlds in one: island living with a vibrant cosmopolitan lifestyle.
It also conveys how Durrat Al-Bahrain offers contrasting lifestyles which complement one another: island and city; desert and sea; holiday and home. The new icon and lettering will be used in all branding and marketing material and channels to communicate and reinforce the promise of the Durrat Al-Bahrain.
© Arab News 2007
