Kelon MEA

The challenge

Kelon is a Chinese consumer electronics and home appliances manufacturer with a significant presence in its home market, covering air conditioning, refrigeration, washing appliances, and related product categories. The brand had established distribution in the Middle East and Africa through commercial channels — but had no dedicated digital presence built for the region.

Most digital projects begin with something. An existing website to rebuild. A content library to migrate. A brand identity to translate into digital. This project had none of those.

Kelon had no domain for the MEA region. No hosting. No CMS. No existing content in English or Arabic. No product images formatted for web. No specifications documented in a format ready for publication. The starting point was the name of the brand and access to what existed in the Chinese market.

Before a single line of code was written, Bracketworks needed to understand what Kelon was, what it looked like, and what it needed to say to a new audience that had never encountered it digitally before.

The solution

Research. Bracketworks reviewed Kelon’s Chinese website, product communication, visual identity, and design conventions to extract the underlying brand language — the colour palette, the typographic approach, the product photography style, the aesthetic register that defines Kelon as a brand. The MEA website needed to feel like Kelon, not like a generic consumer electronics site with Kelon’s name on it. The research also established which products were relevant for the MEA market, gathered technical specifications for each, and determined what visual assets would need to be produced.

Content and assets. All written content for the website was produced by Bracketworks in English and Arabic — covering the homepage, category pages, product descriptions, brand communication, and supporting pages. Arabic content was not a translation of the English. It was written to read naturally for an Arabic-language audience, with the register and phrasing appropriate to the product category and the market. Product specifications were researched, documented, and formatted for every product in the catalogue. Visual assets — product imagery, category banners, homepage visuals — were sourced from Kelon’s existing materials where suitable and produced from scratch where they were not.

Platform. The CMS is built on Laravel on the backend and NextJS on the front end, with the same modular page builder used across Bracketworks’ other custom builds. Pages are assembled from a library of content blocks fed by a structured Excel template. The architecture means new products, new categories, and new markets can be added to an existing system rather than requiring a rebuild. No plugin dependencies. Security managed at the infrastructure level. Performance and content rendering optimised for the devices and connections the MEA audience uses.

Data. GA4 was implemented across the website as part of the launch preparation. Event configuration covers product page engagement, category navigation, traffic source attribution, and search behaviour. The implementation was validated before launch — ensuring the data collected from the first day of operation is clean and structured. For a brand entering a market with no prior digital presence, the early data establishes the baseline against which all future performance is measured.

Kelon MEA launched with a complete digital presence: a custom platform, a full product catalogue across all categories, written content in English and Arabic, and a visual identity built for the regional audience. From no domain to a fully operational website with original content in two languages — the full scope of the build delivered by Bracketworks.