Xische was approached to build the brand strategy and identity system for Dubai Safari, a newly established wildlife park and education facility operated by Dubai Municipality.

Xische was tasked to craft a brand identity that catered to local target audiences and tourists while also establishing credibility as a reputable wildlife park. Our team conducted an extensive benchmark of regional and global wildlife parks and zoo facilities to establish a best practice framework for the brand identity and visual system. Grounded in these best practices, we crafted a typographic brand identity that paired naturalistic, playful English and Arabic typography that appealed to all audiences.

We then developed an extensive brand identity system with custom-crafted characters  - both animal and human - with specialized backstories, and pattern elements that contributed to a comprehensive brand kit inclusive of uniforms for park staff, branded merchandize and marketing materials. 

Identity System for Dubai Safari

After delivering the brand identity for Dubai Safari, our team was tasked with developing the full identity system for the zoo including staff uniforms, way-finding, signage, gifts, advertising and park maps, brochures and tickets.