• Transform magazine
  • May 25, 2019

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Azerbaijani mobile operator gets fruity rebrand

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Nar Mobile, Azerbaijan’s fastest growing mobile operator, has been rebranded Nar by the Landor brand consultancy. The word Nar means pomegranate in Azerbaijani and the fruit has inspired the overall identity.

The new logo makes use of the Nar wordmark inside a speech bubble icon in the shape and colour of a pomegranate. The pomegranate symbolises a fresh and open ethos and has resonance in Azerbaijani culture.

Kent McNeley, CEO of Nar’s parent brand, Azerfon, says, “We have lately focused more on telling stories in a straightforward and simple way, so that people can understand the messages that we are trying to deliver. I think we’ve also done a good job of providing an emotional hook within the advertising that we’ve done so that it is interesting and enjoyable for people. Now we are ready to take the next step forward. We are happy to introduce our new creative platform, ‘Nar Garden’, rooted in the strength of the Nar word itself. The pomegranate holds a very special place in the traditions, culture and psyche of the people of Azerbaijan.”

The Nar Garden is a creative platform whose name draws on the natural aspects of the new brand. The Nar Garden creative platform has been developed by the company’s creative agency Y&R Moscow. A new store concept was also created by international retail design and research consultancy Shopworks. The rebrand project is an international collaboration with its roots in Baku, Azerbaijan.