The newspaper, which is positioned as an intelligent tabloid, aims to cover serious news issues alongside celebrity gossip and sport.
A relaunch campaign, which was created by Leith London, introduces the endline: "A conversation on every page." One of the press executions pictures a four-legged chicken and carries the words: "Fancy a dip into the gene pool?"
7 Days is the only tabloid format in Dubai. It is holding talks with Leith about rolling out the concept in several other markets across the world.