AutoPro
Branding
AutoPro - the brief
As a leading branding agency in Dubai, we were approached by ENOC, a prominent forecourt, roadside, and retail brand int he UAE, to develop a new and innovative car care brand. The challenge was to create a modern, disruptive brand that would stand out in Dubai’s competitive automotive market and become a flagship offering in ENOC’s brand portfolio.
The brand needed to appeal to a wide demographic—from everyday drivers to high-performance vehicles, trucks, and vans—while integrating cutting-edge car care technology. The environment also needed to reflect a clean, efficient, and premium customer experience, aligned with the high standards of performance maintenance.
The solution
As a strategic branding agency, we began with a comprehensive research and benchmarking phase, analysing global leaders in the car care industry. This research informed the development of a robust brand strategy, identifying key opportunities and gaps in the Dubai market.
We then leda brand naming exercise, which involved generating and evaluating multiple options before selecting a shortlist for trade name checks. With the final name approved, we created visual concepts to explore how the brand could come to life across all touch points—from signage and campaigns to digital and physical environments.
We designed every touch point, from seat covers, to interiors, from uniforms to air fresheners, from wayfinding to livery, from stationery to promotion and advertising.
It was a great pleasure working with Garden on the AutoPro and ProWash branding… the designs that were developed helped make AutoPro one of the most recognizable and highly appreciated car servicing brands here in the UAE.
Brand design
The brand identity is clean and contemporary, using geometric, rounded letter forms that reflect modern car manufacturing aesthetics. The color palette centers around a neutral grey, symbolizing professionalism and modernity, with accents of red and white to signal energy, motion, and clarity.
A simple yet powerful arrow device was introduced to suggest momentum and direction. Black and white photography is used across core brand visualsto create a premium, timeless feel, switching to color imagery only when clarity is needed.
Interior & Environmental Branding
The environmental design mirrors the brand’s core values of simplicity and innovation. We introduced back lit signage for main brand elements and edge-lit bay signs for functional areas. The arrow motif was adapted as a wayfinding tool throughout the site.
Inside, mega-graphics of engine parts were used across charcoal grey walls to create a dramatic, high-impact look. The result is a space that feels cutting-edge, engaging, and unmistakably modern.
Results & Reflection
This was a standout project for our branding agency in Dubai. Working alongside the ENOC team was a collaborative and inspiring experience. They pushed for bold ideas while keeping the customer experience front of mind.
The final outcome is a unique, high-performance car care brand that sets a new standard in the UAE automotive sector. We’re proud to include AutoPro as a flagship casestudy in our branding portfolio.
Brahim
As a leading branding agency in London, we were approached to revitalize Mini Brahim, a much-loved convenience store brand that has been serving communities across Morocco since 1991. Originally part of Akwa Group’s roadside retail offerings, Mini Brahim has become synonymous with reliability and everyday convenience. Often found as a 24/7 offer within the Afriquia forecourt environment, the store has also operated independently across multiple locations.
Despite its popularity and strong customer base, the Mini Brahim brand had become outdated and in urgent need of a refresh. The goal? To transform it into a modern, globally competitive identity while preserving its local charm and traditional roots.
Janes
Garden rebrand Janes the global defence intelligence agency. Starting with brand audit and research, we defined a clear path through a brand strategy that saw Janes change their direction from being known as a publisher of military magazines and yearbooks, to a forward thinking intelligence agency specialising in delivering relevant, unbiased defence data.....
