Modern Oman Bakery — one of the oldest bakeries in Oman, founded in 1982 with 17 stores — had a strong legacy as Oman’s trusted bakery. Over the past decade, however, the brand’s focus had shifted from Arabic bread to celebration cakes, which confused loyal customers and caused a decline in the brand’s association with freshness and its core bakery heritage. The store experience had become outdated and the brand identity had lost clarity. The brand needed to modernise while simultaneously regaining market relevance — reconnecting with its loyal base without alienating traditional customers, and appealing to younger demographics facing rising international bakery competition.

STIRIXIS worked closely with MOB’s management to reposition the brand and reconnect it with its customer base. A new identity and brand book were developed, aligned with Omani culture and drawing on terracotta tones and Claustra patterns. The architectural concept created a welcoming, warm environment reflecting the brand’s core values — with materials, lighting, and equipment chosen to promote freshness and product quality, and a layout that invites customers to explore the full product range.  The product mix was redesigned to rebalance Arabic bread, cakes, pastries, and coffee. The store façade is open and welcoming, combining traditional Omani elements with a modern retail sensibility. The customer journey is structured to engage all five senses through layout, signage, scent, products, and branding. A pilot store was constructed, tested, and fine-tuned before an expansion plan was prepared for replication across Oman.

The brand has reconnected with its heritage and now delivers an authentic, modern customer experience that appeals to both loyal and new generations. The concept has been applied to 3 stores with impressive results and the roll-out across the network is continuing. The project was recognised with two international awards: Best Retail Interior Design Arabia at the International Property Awards 2021–2022, and Best Retail Interior Design Oman at the Arabian Property Awards 2021–2022. Profitability was boosted by balancing tradition and innovation, stronger appeal to younger demographics was achieved through modernised branding, and the brand is now positioned for sustainable growth across Oman.