United Arab Emirates, Saudi Arabia, Oman, Egypt

Founded under the group Al Othaim Leisure, Fabyland 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, Fabyland wanted to ensure its family brand was differentiated and that it would reach to its full potential moving in to the future.

Project Scope
Brand Analysis & Immersion
Brand Positioning & Strategy
Brand Tone of Voice
Brand Identity
Brand Visual Universe
Corporate Stationery
Retail Touch-points
Marketing Material
Environmental Branding
Mascot Design
Brand Guidelines
fabyland unlimited fun
Our Challenge

Al Othaim Leisure team approached Jpd with a challenge to refresh and contemporize its look for the Fabyland brand and visually streamline its brand identity to penetrate dynamic UAE market and beyond. New brand had to maintain its established roots, yet enter new market with a strong, modern and futuristic brand identity, attractive to families, kids and new generation of entertainment.

Fabyland 3d logo
Fabyland interior signage
fabyland card
Fabyland Nakheel Mall, Palm Jumeriah

The Solution & Results

Jpd has performed a full branding program, ensuring that the brand language is engaging and distinctive. To ensure full brand engagement, Jpd has proposed development of a brand character, Faby Fox, which has been approved and welcomed by the client and is now playing a key role in brand presence and brand environments, attracting visitors of all ages, and entering new lines of business, from branded toys to cartoons. Faby Land has successfully launched in Abu Dhabi and Dubai, as well as Cairo and across Saudi Arabia.


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