The word “joob” means roaming, wandering in arabic. The challenge was to find a visual metaphor which connects with travel and wandering. I started to built the brand concept around the following keywords: light, discover, adventure and friendly. I carried on thinking by this train of thought when I found the dandelion. The Joob dandelion brandmark is symbolic. While it’s a simple, symmetric, light, funny flower it also “travels” if you blow it.