Owning the
e-com game
noon.com is a leading regional e-commerce platform offering products, services, and payments across UAE, Saudi Arabia, and Egypt.
Industry
E-commerce
Geography
Middle East
Impact
Strategic repositioning + refreshed identity + Saudi market traction + brand-led GTM acceleration
Services
Strategic direction + brand identity + performance marketing + activation + communication
" noon partnered with Mojo to redefine its brand, express its ambition and unlock growth across the Middle East’s rapidly evolving e-commerce landscape."
noon.com, the region's most ambitious homegrown e-commerce platform, was poised to acquire Souq.com and catapult itself into scale, until Amazon swooped in and bought it first.
With its expansion plan derailed and a global giant now in the ring, noon turned to Mojo to regroup, reposition, and relaunch with a brand strong enough to take on the category.
noon had backing, infrastructure, and ambition, but lacked clarity, distinction, and emotional connection. Its initial launch left it perceived as a functional alternative "Souq, but yellow" without a compelling reason to choose it over any current or future e-com platform.
Mojo's challenge was to transform noon into a bold, culture-first challenger brand. One that could win hearts and wallets across the region, especially in priority markets like Saudi Arabia.
We started with a ground-up brand strategy defining equities, sharpening the value proposition, evolving the identity, and building a fully integrated system that spanned visual language, tone of voice, motion assets, and photographic guidelines.
The platform 'Experience the Yellow Box' reframed the moment of delivery as the hero experience, turning a box into a highly ownable, brand icon. We supported with performance creative, on-platform content systems, tactical campaigns, influencer strategy, and OOH rollouts particularly in Saudi Arabia, where noon saw rapid traction and significant growth.
Mojo's work helped noon reset its narrative, re-energize its teams, and re-enter the market not as an alternative, but as the future of Arab e-commerce confident, category-savvy, and built to go the distance.
From underdog
> to category contender.
Mojo played a crucial role in enabling noon to rally from a missed acquisition to become a brand-driven powerhouse ready to scale, compete, and win.
Looking to build your brand, strengthen your reputation, or make a bold creative move?
Tell us a little about what you're after, and let's start the conversation.