Rime entered Dubai's competitive commercial refrigeration market as an unknown white-label brand with little to distinguish it from established competitors. As Creative and Art Director, I developed a purpose-led brand strategy and identity that shifted the conversation from cooling products to preserving what matters, giving the business a distinctive position from launch.
If every refrigeration company promises cold, what else can customers believe in?
Commercial refrigeration had become a category defined by specifications, efficiency claims and functional parity. As a new entrant with no heritage or obvious product advantage, Rime couldn't rely on features alone. The challenge was to create a reason to choose the brand before customers compared technical specifications.
Rather than positioning Rime around what its products did, we focused on why they mattered. Preservation became the organising idea behind the entire brand—protecting food, reducing waste and extending value. That single shift informed the name, messaging, identity and communications, creating a brand that stood apart by speaking about outcomes instead of equipment.
Instead of competing on familiar technical claims, Rime established a distinctive position centred on preservation and long-term value.
The identity, verbal platform and launch communications consistently reinforced the same strategic idea, creating a recognisable and coherent brand system.
A clear strategic foundation gave customers and partners a compelling reason to remember Rime beyond its products alone.
This wasn't just branding—it was a repositioning of our entire business. David's work gave us a voice in a crowded market.
Hossein GhorbaniCEO, Rime Refrigeration
Helping organisations, teams and brands grow through clear, purposeful creativity.
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