Wild Culture

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Despite its popularity and strong customer base, the Mini Brahim brand had become outdated and in urgent need of a refresh.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.

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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.

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Mollie’s is a bold, modern diner and motel concept, with locations on the roadside and in city centres. Originally conceived by Nick Jones, founder of Soho House, the brand was later acquired by a visionary team determined to elevate the idea into a unique, disruptive hospitality experience. Offering outstanding value and an experience unlike anything else, Mollie’s delivers a refreshing take on dining and staying away - hotel, restaurant and bar - uk hospitality.

As a London branding agency specialising in creating transformative brands, we were invited - at the very last moment - to pitch for this exciting project. With just days to understand the offer, we visited the Oxford flagship to experience the brand first-hand. Inspired by what we discovered, we developed a compelling concept over a single weekend, built on inclusivity, surprise, and delightful contrasts.

The vision for Mollie’s was to create an unforgettable dining and hotel / motel experience that could scale nationwide—and potentially globally. While rooted in the charm of the American diner, the new brand needed to express a more refined, sophisticated take on Americana: stylish, modern, and cool.