Aswaaq has been recognized for its brand identity at the Cannes Lions International Advertising. As the most prestigious advertising awards ceremony in the world, the aswaaq brand, which was conceptualized by Landor Associates, Dubai, was honoured with the 2009 Bronze Design Lion award.
â€œTo win the Design Lion award for our brand was a real honor. We would like to thank Landor Associates for their creative ability to effectively conceptualize the aswaaq brand, as well as aswaaq employees who have been directly involved in aswaaq brandingâ€ Said Mr. Abdul Baset Al Janahi, Board Member and CEO of Aswaaq.
With research indicating that expat Arabs miss the traditional Arabic Souks and European expats miss the interaction they get with people on the street, the aswaaq brand cleverly meets the needs of the expat communities living in Dubai by highlighting the diversity of the UAE population. Today, due to its clever branding and street market concept, Aswaaq is a supermarket unlike any other.
The aswaaq brand has been extremely successful in the market, since it opened its first community center in 2008. It has also been welcomed by the local and expat communities who view it as a fresh alternative to the conventional supermarket.Â Aswaaq currently has two stores open, Nadd Al Hamar and Al Mizhar.
â€œaswaaqâ€ is an LLC company owned by Dubai government. The â€œaswaaqâ€ project is a new, innovative concept in the world of shopping and retail, based on small, medium and large-sized shopping centres strategically located at the heart of residential areas. These centres will have lively â€œaswaaqâ€ supermarkets at their heart complemented by retail shops and will soon become available in all bustling and populated areas of the UAE, providing a wide range of products that meet the requirements of all shoppers regardless of their nationality or age.
Most recently, aswaaq has announced that its supermarket in Nad Al Hamar has been awarded the Hazard Analysis and Critical Control Points (HACCP) certification only after four months of its opening. The supermarket was awarded HACCP for its approach to food safety, food handling, storage, processing and display of food items, and is now recognized as the first supermarket in the GCC to receive the HACCP certification.
The â€œaswaaqâ€ shopping experience is uniquely defined by the high-quality tailor-made assortments and fresh products offered at fair prices with friendly, consistent and efficient customer service. â€œaswaaqâ€ is particularly proud of the values upon which it bases its practices, respecting its clienteleâ€™s freedom of choice, focusing on applying the best international practices, not to mention contributing to the pioneering task of institutions supporting medium-sized and small projects in the UAE. By becoming a major source of products, goods and services, â€œaswaaqâ€ will play a vital role in local neighbourhoods; providing investment opportunities for UAE entrepreneurs, as well as creating job prospects. Moreover, it will also provide UAE nationals with the opportunity to become major importers and suppliers.
â€œaswaaqâ€ will also give back to society by setting aside a certain percentage of the net profit for social and community services.