At FITCH, we work with brands all the time, but our favourite types of brands are the ones inspired by deep market knowledge, and serious analysis of what we call evolution of needs. Evolution of needs does not look at current needs and ways of fulfilling them, it works on introducing a new product / service that fulfils the ever evolving demands of consumers by introducing features and concepts that did not exist before. As an example, while mobile phone companies kept on improving current services i.e camera, size, connectivity etc.. Apple introduced the iphone, which by far, is one of the most innovative devices of all time. 

 

This is why, the team at FITCH decided to put pen to paper, pour some of our creative thinking together and come up with an innovative product originating from local culture, our product is a first for the UAE. Our product is bq: The first sunglasses, originating and produced in the UAE. The first attempt to involve local culture in a well known, worldwide used, product.  The first time an international branding agency immerses itself in the local marketplace to create a ready-to-go brand.

 

Bq is not only to be considered as one of the brightest sparks in our creative thinking to date, it is also a tool to showcase the range of abilities at Fitch, in developing a product from the ground up: Our Insights and Strategy team identified the market gap, and provided local insights on the Burqa and how it could be evolved into a modern product, of international standard. Our Naming team invented the product name, bq, after many rounds of brainstorming. Our Creative team worked on the actual 3D product development, the identity and visual language, and how the brand will eventually live in a retail environment.

Finally the Digital team produced a dynamic, interactive website, showcasing how the bq brand can live through social networks.

 

We invite you to watch the movie and visit the interactive website bq.ae to know more about FITCH and the various team capabilities.