Fabogo: re-positioning an online beauty & wellness marketplace

Fabogo (previously Mazkara) - is an online marketplace that connects users with wellness services and enables them to search, discover and book appointments online. 

CHALLENGE

Mazkara was perceived as a beauty product company associated only to women. They wanted their brand to be inclusive, gender neutral and memorable. Their change in strategy of being an app-first brand called for a complete brand overhaul.

APPROACH

A competitive audit of the market, along with in-depth qualitative research that surveyed men and women, led us to reposition the brand towards the universal idea of celebration. “Fabogo” was derived from the idea of being “Fabulous on the go”, a key value that the brand enables for its users.

SCOPE OF WORK

Research and positioning
Naming
Brand platform + Identity system
Photoshoot art direction
Collateral design - employee kits, office interiors, digital assets and print material

Project done in partnership with Firebrand