Brand Building & Management

built on psychological principles 

Project: BREIEF CAFE (SOON), Brand Building & Management

Role: Brand Strategy, Positioning

Built on a human insight that is proven in psychology and enriched by spiritual understanding:

Human Insight:

In today’s fast-paced world, constant stimulation and digital overload heighten anxiety and weaken people’s ability to handle stress. Many feel mentally drained and disconnected, craving a pause, a breath, a moment to slow down and feel present again.

Islamic Insight:

Rooted in the Qur’anic principle “إِنَّ مَعَ الْعُسْرِ يُسْرًا” , “Indeed, with hardship comes ease.” This verse carries a universal truth: every difficulty is followed by relief. AL JOODY  was created to embody that ease, offering people a space to recharge, reflect, and return to life stronger and more prepared for the next challenge.

Therefore, I turned a spiritual insight and a human need into a brand strategy 

From this philosophy came the tagline “يسرٌ في العسر”, expressing the belief that even within difficulty, ease can be found, and AL JOODY will help you live this ease 

The brand’s strategy positioned AL JOODY as a restorative experience, not an adventure business, a chance to find balance, peace, and meaning through nature and simplicity.

AL JOODY was built around this philosophy, a mountain-trip brand designed to help people step away from daily noise and rediscover stillness through rural experiences, reflection, and human connection. It’s more than travel; it’s a grounding journey that renews the body and calms the mind.

I developed the brand from the ground up, defining its purpose, mission, essence, and other deeper elements along with the behavioural system 

-Ahmad Uzun