The Abaya Lab is a start up in Dubai who sell customised abaya. I created a revised value proposition for them by understanding that muslim women are looking for ways to express themselves. I repositioned the brand so it re-defined what an abaya meant by offering new cuts and patterns that wouldn't traditionally be seen on an abaya. I also delivered a comms strategy that fought against the common sayings women had heard from older generations like "abayas shouldn't attract attention" etc.

GET: Muslim Women

TO: Consider Abaya Lab as a brand for them

BY: Re-defining what an abaya means and allowing shoppers to design "Abayas Your Way".

Brand Strategy - Value Proposition Development - Advertising

Get in Touch with Zain: StrategyByShaikh@gmail.com