Rebranding a world of unlimited fun

Portfolio Al Othaim Leisure & Tourism

  • Industry:

  • Date:

    Aug 01, 2015


Founded under the group Al Othaim Leisure, Faby Land is futuristic fun destination boasting an inevitable heritage in the entertainment industry of Saudi Arabia. With the idea of expansion into UAE, a fast growing yet a hypo competitive market, Faby Land wanted to ensure its family brand was differentiated and that it would reach to its full potential moving in to the future.  


In early 2015, the Al Othaim Leisure team approached JPd with a challenge to refresh and contemporize its look for the Faby Land brand and visually streamline its brand identity to penetrate dynamic UAE market and beyond.
Additionaly the team was tasked with developing a mascot character for the launch that would go in line with established brand positioning. Relevant to the local market in MENA region, it had to be able to interact and connect with the diverse audience, adding value to the customer experience.


JPd has performed a full branding program, ensuring that the brand language is engaging and distinctive. Additionally, JPd has developed a brand character, Faby Fox, that is now playing a key role in brand presence. Fabyland has successfully launched in the summer of 2015 in Abu Dhabi, which has contributed to expanding the client’s plans and expectations, taking brand across whole Middle East and entering international arena. 
Faby Fox has received an incredibly positive feedback from the audience, not only connecting with the young customers but adults as well. After a successful launch and receiving a high demand and response rate for the mascot, it has been decided to start Faby Fox toy range, with plans of launching a cartoon series. New character, Faby Fox, is an essential part of a FabyLand brand, representing it across MENA region, as well as brand expansions in Europe.

Project Scope

  • Brand Research & Analysis
  • Brandmark (Logo)

  • Brand Look & Feel

  • Design System

  • Brand Touch Points and Collaterals
  • Internal Signage
  • Branded Merchandise
  • Staff Uniforms
  • ​​Brand Guidelines
  • Character Research & Development
  • Character Design
  • 3D Modelling & Rendering

PORTFOLIO Our Latest Work

Dubai Branding Agency

JPd is an award winning Dubai Branding and Public Relations Agency specialising in Branding, Design and PR solutions for business owners in Dubai and around the World. The team at JPd has become the number one choice for Entrepreneurs needing to build a long lasting brand and achieve market success within the UAE.

The boutique Dubai Branding and Communications Agency offers a range of solutions from Brand Strategy to Brand Identity to Public Relations services.

The Dubai Branding Agency - JPd helps with rebranding established brands who look to create a new brand persona that connects their brand with the World.