With an already strong presence in the ultra-fresh, fruit juice, poultry, and bakery segments, Almarai wanted to reinforce its position as a leader in the GCC region and strengthen its emotional bond with consumers through new, unique, meaningful, and memorable packaging. A massive project: designing the graphic territories and rethinking the packaging ranges of its 4 product brands. That’s around 400 references!
To better meet the needs of increasingly health-conscious consumers and add a strong emotional dimension to each of its brands – Almarai (dairy products, fruit juices, and cooking aids), L’Usine (breads, salty snacks, and pastries), Alyoum (fresh, marinated or pre-cooked poultry) and Albashayer (the group’s latest value brand of dairy and poultry products) – Almarai decided to challenge each segment’s traditional codes.
The results? A unique visual identity for each brand that not only communicates its nutritional benefits but also the emotional benefit of each product.
For Almarai dairy and cheese: a heart shape made of milk to symbolize the brand promise “What Love Tastes Like”.
For Almarai juice: a wooden crate full freshly picked fruits to embody “Your Natural Choice”.
For Almarai culinary: a pattern made of cooking utensils to echo home-made cooking quality and know-how.
For Alyoum: green pasture and blue sky to illustrate the freshness of the chicken.
For L’Usine: a checkered pattern inspired from the visual imagery of bakeries, communicating both the know-how and the quality of the products, wrapped « fresh from the oven ».
For Albashayer: a mix of photography and illustrations, set in a bright and joyful color palette, to illustrate the simple goodness of the brand.
Lonsdale and Almarai won the bronze prize at the Transform Awards MEA in the Best visual identity from the food and beverage sector category, and was highly commended in the Best use of packaging category!