Dubai Properties asked Klein O'Rorke to develop a brand positioning, name and identity for a new gym concept
in Dubai.

Designed as both an integral part of exclusive residential developments and standalone sites, the concept represented a very different take
on gyms in the Middle East.

Such a distinctive offer required a distinctive name and identity.

Working with our Middle Eastern specialists, we reviewed the market and it became apparent that whilst highly competitive, the sector was polarised between hard fitness and lifestyle-orientated wellness centres.

Our recommendation was to pitch the new concept somewhere between the two, creating a place in which fitness fanatics could train, but which also offered a full range of health and wellbeing facilities.

As for the name, the gap in the market was names with a sense of Middle Eastern authenticity, the competitor set being dominated by Western brands.

Baabel, a reference to Babylon, was our response and an identity was derived that drove every aspect of the concept's development.