Elie Saab Edition Jasmine Lane

Brief A limited number of branded units situated in Jumeirah Golf Estates, where each street is associated with a project named after a flower. Insight With only 130 villas available, "edition" was added after Elie Saab's name. "Jasmine" was inspired by Elie Saab's fragrances, and "lane" highlights the unique feature of the villas being in a single row. Brand Direction We utilized dark green to evoke a sense of greenery in the surroundings and complemented it with a dark golden color to introduce a touch of luxury.

Challenge

Context / Challenge: Elie Saab Edition Jasmine Lane is a limited residential development located in Jumeirah Golf Estates, featuring only 130 villas positioned along a single row. The challenge was to define a distinctive identity that reflects the exclusivity of the offering while aligning with the Elie Saab brand’s luxury positioning and creating a cohesive narrative within a broader master community where each street carries a floral theme.

Solution

Approach / Solution: intouch structured a naming and brand direction system designed to translate the project’s architectural uniqueness and limited availability into a compelling market proposition. The approach combined brand storytelling with visual identity development, ensuring that the project communicates both exclusivity and emotional resonance. The naming convention was carefully constructed to reinforce differentiation: “Edition” highlights the limited nature of the villas, “Jasmine” draws from Elie Saab’s fragrance heritage, and “Lane” reflects the project’s linear layout. This was supported by a refined visual direction that connects the natural environment with elevated luxury cues. Execution Highlights: • Developed the project naming architecture: “Elie Saab Edition Jasmine Lane,” aligning exclusivity, brand heritage, and spatial characteristics • Defined a brand narrative rooted in rarity, elegance, and sensory inspiration • Implemented a visual identity system using dark green to reflect surrounding greenery and dark gold to convey luxury and refinement • Ensured consistency between naming, visual language, and overall positioning to support a unified project identity

Results

Business Impact: The structured branding approach enabled the project to clearly communicate its limited nature and premium positioning within a competitive luxury real estate market. By aligning naming, narrative, and visual identity, intouch strengthened the project’s differentiation and elevated its perceived value. This cohesive brand system provided a scalable foundation for marketing and communication efforts, supporting stronger audience perception, clearer positioning, and enhanced appeal to high-end buyers seeking exclusivity and design-driven living.