Lucas Lima - cnur.ae | Branding

When Mohammed Bin Dagher approached me, he only wanted a logo for his conure breeding project. However, after analyzing his business and goals, we realized that CNUR lacked a clear positioning and a central message. The audience saw the brand as just another bird breeding facility, failing to grasp its true value and significance. As a result, its communication was overlooked. Without a strategic direction, the brand was perceived superficially and failed to attract a qualified audience that resonated with its values. To transform this passion into a strong and recognized brand, it was essential to first build a solid strategy that reflected its essence and objectives—before even thinking about design.

CNUR was born from Mohammed Bin Dagher’s passion for conure breeding and the study of genetic mutations. What started as a curiosity-driven hobby quickly became a deep pursuit of responsible genetic refinement. With years of experience and dedication, Mohammed developed advanced expertise in mutations, always prioritizing animal welfare and the adaptation of conures to domestic environments. However, without a defined identity, CNUR was not effectively communicating its true mission. The audience perceived it as just another breeder, failing to recognize the innovation and scientific knowledge behind its work. This limited its reach and made it difficult to connect with an audience that truly valued its unique approach.

Upon analyzing the industry, we found that most brands positioned themselves solely as sanctuaries or breeders, without leveraging a strategic differentiator. The opportunity lay in establishing CNUR as a hub for research and genetic innovation, making its educational and scientific aspect a central pillar of the brand. This approach not only set it apart in the market but also fostered an authentic connection with an audience that shared its values and sought a deeper understanding of conures to promote their well-being.

Additionally, the genetic mutations developed by CNUR represented a major step forward in the responsible adaptation of conures to domestic environments. We integrated this unique aspect into the brand’s identity, making it a key element of its narrative and positioning. As a result, CNUR transitioned from being perceived as just another breeder to being recognized as a leader in the field.

To achieve this, we structured the strategy around three fundamental pillars:

Repositioned CNUR as a leading force in genetic research and responsible conure adaptation, moving beyond the traditional breeder model.

Refined its value proposition, emphasizing ethical innovation, education, and responsible breeding as core brand principles.

Highlighted the development of genetic mutations as a strategic differentiator, adding value to CNUR’s work and distinguishing it from other breeders.

Developed a visual identity that balances modernity and tradition, using minimalism as a strategy to enhance educational and scientific credibility.

Established an educational, accessible, and inspiring tone of voice to attract breeders and enthusiasts.

Created communication guidelines that emphasize ethics and innovation, differentiating CNUR in the industry and strengthening its influence.

Positioned the brand as a trusted source of knowledge on genetics and animal welfare, reinforcing its authority in the field.

With a clear positioning and a strengthened identity, CNUR is now prepared to evolve from a hobby into a recognized leader in genetic innovation and responsible breeding. The brand is structured to become a hub for knowledge and progress, attracting a more engaged audience aligned with its vision. It now has everything needed to be a movement for the conscious evolution of the species, continuing to grow with consistency and purpose.