Our rebranding proposal aims to maintain brand recognition centered on the existing logo and blue color. The new custom logo solves size and background issues. To counter the perception of blue as unhealthy, we created a limited palette including green, turquoise, kraft, and beige, minimizing the presence of blue. This results in a monolithic identity that conveys health and gourmet freshness without being repetitive.
Packaging in Arabic and English reinforces local leadership and connection with consumers, keeping Arabic as the primary language and using three biscriptual typefaces: a modern sans, a condensed one for functional texts, a script for baby products, and several custom letterings.
We developed five image styles: natural product photography and elaborate dish photography for the main product ranges, illustrations for sodas or cleaning, doodles for baby, and minimalist illustrations for skincare and cosmetics. These are complemented by a collection of icons for product benefits, or an icon for not-so-healthy products for occasional occasions, like organic gummies.
The result is a robust, recognizable, dynamic, and high-quality brand image that strengthens local leadership, positions the brand in an organic visual context, and enables an in-house team to hierarchize 700 products in 24 ranges and their subcategories.