Camelicious
Rebranding a heritage brand into a modern global brand to attract new and existing customers
Client:
Camelicious
Challenge:
Rebranding Camelicious to create a powerful brand that resonates locally and globally for its robust business ecosystem. Key challenges included justifying the premium price of camel milk, modernising the brand image, increasing visibility at the point of sale, and building a clear value proposition.
Result:
The rebranding resulted in a nearly 14% increase in sales within the first month. The comprehensive brand strategy included a go-to-market strategy. The new Camelicious identity highlights its rich heritage and positions camel milk as a premium, healthy, and sustainable alternative in the dairy market. The brand awareness and engagement saw significant improvements, with a 209% boost in engagement on all digital platforms and a stronger market presence.
Creating a global brand that
is confidently “Made in UAE”,
positioning it as a premium superfood
As the largest and most innovative camel farm in the world displayed in multiple retail channels, one of the most important elements is using packaging design that attracts more target audiences. To transform Camelicious into a brand that not only stands out but also educates consumers about the unique benefits of camel milk. The goal was to create a modern, compelling brand positioning that would increase market share, consumer engagement, and brand loyalty.
Noticing, touching, feeling and reading the label on the packaging design are all part of the the customer journey. The moment your target audience walks down the aisle you need to make impact. Design is key to be noticed, including the hand power of the project; what kind of feeling is the consumer experiencing when they hold the product? This is the moment the decision is made to either purchase the product or place it back. Your products’ packaging design is of crucial importance to your success.
FROM INSIGHTS TO STRATEGY
Justifying the premium price of
camel milk, building a modern brand identity that stands out
Key challenges identified included justifying the premium price of camel milk, building a modern and appealing brand identity that stands out, educating consumers on the benefits of camel milk, increasing visibility and recognition in retail environments, and developing a cohesive and clear brand architecture.
We took a closer look at the very diverse target audiences and went on a retail safari to conduct field research; visiting multiple retail outlets to get a good understanding of the marketplace. Besides, desk research was used to further analyse the competitors and market.
Camelicious aimed to create a global brand that is confidently “Made in UAE” and universally relevant, positioning it as a premium product. Skyne crafted a compelling brand story that emphasised Camelicious’ commitment to quality, sustainability, and its rich cultural heritage.
FROM STRATEGY TO DESIGN
Creating packaging with an impact
Skyne redesigned Camelicious’ visual identity to reflect a more modern, premium feel. The new logo and packaging design incorporated elements of Arabic heritage, with a focus on clean, vibrant colours and sustainable materials. Rich, premium colours enhanced brand recognition, and friendly, approachable fonts were used. Graphic elements, inspired by desert dunes, reflected the brand’s heritage. This redesign not only modernised the brand but also ensured it stood out on the shelves.
Based on the selected packaging design concept we created a design system that works for the different sorts of camel milk products and flavours. So the target audience understands that all products belong to one overall Camelicious family.
FROM DESIGN TO APPLICATION
A successful go-to-market strategy
To successfully launch the rebranding, a comprehensive go-to-market strategy was developed, including media and social media campaigns.
The brand’s presence on social media grew exponentially, with all platforms seeing over 100% growth within 26 days post-launch. The engagement metrics were impressive, with a 5485% increase in impressions and a 209% rise in interactions on Instagram alone. Influencers with substantial followings began to take notice and engage with the brand, further amplifying its reach.
OUR ONGOING PARTNERSHIP
Growing awareness across all platforms!
The social media strategy focused on creating brand awareness and engagement, positioning Camelicious as a part of a healthy lifestyle movement. This approach included consistent posting, community management, and collaboration with influencers.
Results:
– All platforms grew by over 100% within 26 days after the rebranding launch.
– 5485% more impressions and 209% more interactions within 26 days on Instagram.
– 2445 new followers in 3 weeks!
How we helped Camelicious to stand out and
attract new and existing customers
Research & Analysis
Workshop
Market scan
Target audience research
Competitor analysis
Brand review
Retail safari
Strategy & Story
Brand positioning
Brand story
Go-to-market strategy
Identity Creation
Concept development
Collateral design
Communication tools design
Brand identity guidelines
Website design & development
Packaging Design
Retail research (shelf-impact & hand-impact)
Shape design
Label design
Concept design & Mock-ups
Packaging design grids
Final design & Artworks
POS materials
The brand had to strategically craft communication that would captivate all target audiences, using a pillar system to encapsulate the main goal of the rebranding. Working closely with the marketing team and CEO ensured outstanding sales and marketing results. Our partnership continues to be rewarding!
– Sara Al-Sarayfi, Digital Marketer Skyne
