Al Shifa Honey

A FMCG branding breakthrough for the largest honey brand in the Middle East

Al Shifa is part of Sunbulah Group and has been a household name in Saudi Arabia and beyond for over 30 years. As the No. 5 honey brand globally and the only Middle Eastern honey available in 40+ countries, Al Shifa approached Skyne to stay relevant in a rapidly evolving FMCG market.

Glass jar of Al Shifa Natural Honey with golden cap and floral label, featuring Arabic and English text on a white background

The Shift

Despite strong equity, outdated packaging diluted shelf appeal and brand relevance for Al Shifa. To reinforce its leadership position and connect with modern consumers, Al Shifa needed a shift. The goal was to evolve the brand while staying true to its legacy and enhance shelf presence across regional and global markets.

The Breakthrough

A revitalized and enhanced shelf presence, reinforcing Al Shifa's position as a premium honey brand in over 40 countries. Skyne developed a cohesive packaging design system that honoured Al Shifa's heritage while introducing modern visual elements. The rebrand improved on-shelf visibility and appeal.

Comparison of old and new Al Shifa logos, illustrating successful branding and rebranding by Skyne, a creative agency and branding agency in Riyadh. Expert branding services for heritage brands.

Leading the category position:

We started by leading a full visual and strategic assessment of Al Shifa’s positioning in the honey category. Our research covered consumer behaviour, competitor analysis, and packaging communication trends to identify key areas of opportunity.

Beekeeper working with beehive, symbolizing the natural origin of Al Shifa honey. Skyne, a branding agency, emphasizes authenticity in branding and packaging design.

Al Shifa Ginger in Pure Honey jar with honey dipper and fresh ginger. Innovative packaging design by Skyne, a creative agency in Jeddah, for diverse honey products and branding.

Jar of Al Shifa Black Forest Honey with dark green cap and forest-themed label, placed against a misty pine forest background

Every success story is a tale of constant adaptation, revision and change.

Rebuilding the packaging system

The outcome was a refined design system, from label architecture to hierarchy and impact, that amplified the brand’s premium quality and retained its recognisable identity. This ensured strong shelf visibility and consumer connection across markets.

Al Shifa Saudi Sidr Honey jar with traditional Saudi village illustration. Reflects cultural branding and packaging design expertise of Skyne, a branding agency in Dubai and Riyadh.

Al Shifa Oak Forest Honey jar with acorns, showcasing diverse product line packaging design by Skyne. A creative agency approach to branding for various honey types.

Two jars of Al Shifa Natural Floral Honey placed on a wooden table in a garden setting, showcasing refreshed label design developed by Skyne branding agency

Legacy balanced with freshness

We ensured the design evolution honoured the brand’s heritage. Familiar graphic elements and colours were retained while introducing modern cues, creating a smooth transition that increased relevance without losing recognition.

Visuals rooted in craft and quality

The refreshed packaging includes a custom hand-drawn wordmark and premium finishes like gold foil, embossing, and varnishes, all reinforcing the handcrafted quality and purity of Al Shifa honey.

testimonials

Professional woman with long brown hair wearing a black blazer and white top, smiling in a modern glass-walled office setting

Reem Abutteen

Marketing Director Sunbulah Group

Skyne did a fantastic job on our brand revamp project; the team is very talented, capable, and professional. I highly recommend Skyne for any creative or strategic work, they will impress you

Smiling man with wavy brown hair wearing a beige cardigan and light blue shirt, standing in a bright modern office corridor

Dennis de Rond

Founder

Working for a legacy brand is always a thrilling adventure. We were excited to bring Al Shifa to the next stages of its brand development but we were also very considerate about its rich history in people’s hearts.

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