Myra - Strategic Brand Development for a Luxury French Patisserie in Saudi Arabia

Developed as part of my leadership role at Klinical, Myra is a premium French-inspired patisserie brand with locations in Riyadh and Jeddah. As Saudi Arabia’s first drive-through luxury patisserie, the concept blends refined European artistry with the flavours, values, and expectations of a discerning local audience. I led the brand creation process - shaping the name, strategic identity, and storytelling to align with regional tastes, cultural cues, and long-term business goals.
(www.myra.sa)

Brand Naming / Strategic Brand Development - Creative Direction & Visual Identity

Strategic Brand Naming Rooted in Meaning

The name ‘Myra’ was strategically chosen to reflect the brand’s positioning. With meanings across Latin ("extraordinary"), Greek ("abundance"), and Sanskrit ("beloved"), it perfectly encapsulates the brand's ambition to offer an abundance of excellence and indulgence. This multi-layered name resonated both emotionally and symbolically with Myra’s discerning audience, while signalling global sophistication.

Creative Direction with Cultural Insight

I led the creative direction for the brand’s visual identity - ensuring every design element aligned with Myra’s luxury positioning and the cultural expectations of a Saudi audience. From rich colour palettes to celestial motifs, the brand was designed to feel elevated, contemporary, and rooted in regional meaning. Inspired by the culture of evening socialising and appreciation for ornate design, the identity reflects Saudi Arabia’s deep value for trust, authenticity, and beauty.

Visual Identity & Brand Experience

The logo, typography, and design system were developed to balance modern minimalism with intricate, refined details. Gold accents and deep hues evoke the richness of Myra’s offering, while maintaining clarity and cohesion across touchpoints. The brand’s visual storytelling - from packaging to store signage - was crafted to reinforce both exclusivity and warmth.

Corporate Profile for Expansion

I also created a corporate profile that presented the brand’s story, market positioning, and growth vision to potential investors and partners. Designed as a strategic storytelling tool, the document supported Myra’s early traction in the Saudi luxury food space and helped articulate its ambition to redefine patisserie in the region.

Today, Myra continues to grow as a pioneering concept - blending French craftsmanship with Saudi cultural insight, and setting a new benchmark for premium dessert experiences in the Gulf.

Previous
Previous

Skin Cupid - Strategic Storytelling & Brand Identity for a Fast-Growing Skincare Retailer

Next
Next

Town Hall Hotel - Strategic Brand Refresh for a Luxury London Landmark