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Client

Sole Mio

Year

2018

Service

Hospitality and Leisure

Description

Sole Mio isn't just a place; it's a feeling. The feeling you get when you know you're having a good day.

Sole Mio | Beach Made Better

Client

A day at the beach sounds great until it’s time to pack the oversized bags, dig an umbrella in the sand, or even drag a cooler until you find the right spot. That might have been the case until Sole Mio.
Sole Mio is not another serviced beach experience; it is about having the most convenience on your days off. The brand embodies the warmth, freedom, and joy that the perfect beach day promises. But “How do we make the beach day even more special than it already is?”
The answer is quite simple: attend to every essential and luxury that beachgoers might require and, better yet, do it with soul, energy, and fun.

Challenge

“How” and “Why” were the anchors in every conversation throughout the branding process; the Twothirds team wanted the brand to reflect the enthusiasm and personalization excellently at every touchpoint—constantly feeling genuine, spur of the moment, and never forced. The experience is to cater precision to one person looking for it every time.
From delivering cold towels amid Dubai’s scorching afternoon sun to offering diverse food menus or even a sunscreen bar, Sole Mio is in the business of pampering. More importantly, it’s a brand that listens. After all, Sole Mio is doing it to make lives happier- and who better to tell them how than its guests? Through conversation, Sole Mio was able to create a connection as soon as someone stepped onto the shoreline.

Solutions

Designing Visuals that Reflect Personality

Sole Mio redefines what it means to visit a public beach in Dubai. But what sounds more like “Dubai” than luxury on public beaches? Positioned as a brand that bridges the gap between the exclusivity of a private beach club and the accessibility of a public shoreline, Sole Mio offers a tailored experience that emits happiness. Twothirds created illustrations that would reflect the playful yet mature sense of the brand. Elements that made up a high-spirited beach day; seagulls, floaties, drinks, waves, and so much more. The minimal approach in illustration is meant to highlight the light-hearted, ease of a beach day. We chose a strikingly diverse color palette aimed to create the cheerful and saturated experience of the beach scenery. The Combination of the colors was curated carefully in order to stay energetic without disrupting the already rich visual layers. Twothirds designed the visuals to be as light as the breeze with the use of rhythm, block illustrations.

Building a Community Around Brand

A brand’s success is built on the strength of its community, and Sole Mio’s community is as vibrant as its beachside scene. Here, the visitors aren’t just beachgoers—they are a collective of individuals who want to unwind through shared experiences. Being mindful that thoughtfulness remains the core of everything Sole Mio does, Twothirds recognized that this community was key to Sole Mio’s identity. The process begins as the team builds a strategy in which the brand accommodates this distinct society to become part of the DNA.
Some of the ecosystems put into place were navigating Sole Mio’s positioning as a platform for connection, where Sole Mio can host events designed to bring people together in meaningful ways—from yoga classes led by local instructors to surf contests and mixologist competitions.

Mindful Marketing and Brand Awareness

In bringing Sole Mio to life, we understood that its message needed to reach people where they already are—on the Beach, looking for comfort and relaxation. Our strategy for brand awareness was to offer tangible value to beachgoers while subtly embedding the brand’s name into their everyday beach experience.
This isn’t traditional advertising; it’s experiential marketing at its finest. The aim was to associate beach enhancement with Sole Mio by offering beach balls, cold towels, water bottles, and free sunscreen as the first effort to roll out the Sole Mio.
Sole Mio’s presence on the Beach grows naturally through thoughtful, community-driven engagement. People come to the brand not because of flashy advertisements but because of their genuine connection with its values and the experience it offers. It has redefined what it means to offer beach hospitality, positioning itself as a comfort and community engagement leader.
At Twothirds Design, we are proud to have brought Sole Mio to life. Through experiential strategy and intentional design, the team has helped create a brand that doesn’t just serve its customers—it makes them happy.

Time Out Dubai. (n.d.). This is your sign to enjoy a sunny beach day by Time Out Dubai Staff. Retrieved June 2, 2025.

Gulf News. (2018, November 15). Long weekend: 12 things to do in Dubai by Gulf News Staff.

LifeReport. (n.d.). Sole Mio Beach Club Dubai by LifeReport Editors. Retrieved June 2, 2025.

Visit Dubai. (n.d.). Sole Mio by Dubai Tourism. Retrieved June 2, 2025.

TripAdvisor. (n.d.). Kite Beach Beach Club Day Pass on Dubai Most Beautiful Beach by TripAdvisor Users. Retrieved June 2, 2025.

SERVICE

Hospitality and Leisure

CLIENT Sole Mio

YEAR 2018

We partnered with Sole Mio, a beach destination in Kite Beach, Dubai, to build a brand that feels as effortless as a summer escape. From the early stages of strategy to the full visual identity and user experience, every detail was designed to reflect warmth, ease, and clarity. We shaped the tone of voice, crafted the logo and color system, and mapped out how the brand comes to life across signage, touchpoints, and digital spaces. The result is a brand that feels confident, considered, and ready to grow.To read more in regards to the project kindly click on the Case Study tab above.

Sole Mio aims to create accessibility for the perfect beach day without the hassle.

Sole Mio aims to create accessibility for the perfect beach day without the hassle.

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