Brand Strategy · Verbal Identity · Visual Identity · Product & Creative Direction
Year 2025 · United Arab Emirates · Sector: Summer lifestyle & leisure products
A summer lifestyle brand for adults and children, named for the ocean's most regenerative creature and built on one belief:
that rest and play restore us, the way a reef restores itself.
The founder's story
Qoral was founded by Berkan Cokdegerli and Sheetal Pereira Nielsen, the partners behind OnMode, a boutique agency and distributor that brings fresh international brands to the Middle East. For a decade they had launched and grown global, award-winning names across the region: Sheetal as brand director, with nearly two decades in fashion and luxury, and Berkan as the entrepreneur driving the business, supplying summer and lifestyle products across eight countries. They understood the mechanics of building a brand better than almost anyone. What they had never done was build one of their own.
Qoral was that turn. It began with a feeling rather than a business plan, drawn from the life they actually lived: sun, sea, and long unhurried days outdoors with family and friends. After ten years shaping other people's brands, they wanted to build one from the ground up, with more flair, more intention and more meaning, and to carry the endless-summer feeling of Dubai to the world.
our challenge
People don't remember products. They remember how a moment felt. Qoral set out to build not just a product range but a lifestyle philosophy, around a single reframe the founders believed in deeply: that leisure is not wasteful, it is restorative. The harder part was the position. The summer category offered no middle ground, either the loudest, most garish print or the cheapest, most basic product. Qoral had to live in between: elevated enough for a five-star resort shelf, playful enough for a child on the sand. Elegant, but never precious. Colourful, but never cheap. Cross-cultural and cross-generational by design.
our solution
We anchored the brand in the idea hidden inside its name. A reef does not grow by working harder, it regenerates through rest, play and connection, and so do we. That reframe became Qoral's reason to exist beyond another summer label, and the quiet thread running through every decision. From it we built the brand's foundations, its values, personality, positioning and voice, and then a visual world that reads as coral and coastline rather than the expected tropical cliche: refined, sun-warmed, and drawn from nature's own colours, forms and proportion rather than trend. Typography was chosen for elegance and legibility over the handwritten scripts the category defaults to, so Qoral could sit as easily on a resort shelf as in a beach bag. From that single creative direction we developed the collection lines, each with its own moodboard and emotional tone yet clearly part of one universe, with a cast of characters and a pattern system giving the world its texture and warmth.
The resultThe direction was approved in full, values, vision, personality, palette and concept, giving Qoral a coherent foundation and a clear path from a first collection into product development across every line.
The brand now has what its founders imagined from the start: a base built to scale from a single range into a global summer lifestyle name, at home in boutiques, resorts and major retailers alike.
“We’ve been extremely excited and happy to see the Qoral collection come to life. The branding and product design are looking amazing! Most of the characters and colours translated really well into the final products, and we absolutely love the creative direction. By Julieta Studio turned our vision into a cohesive, high-quality reality.”
— Berkan Çokdeğerli, Founder, QORAL