Meliha Dairy

Meliha Dairy: Sharjah’s Organic Dairy Pioneer

Meliha Dairy, developed by the Sharjah Department of Agriculture and Livestock (Ektifa), is the UAE’s first producer of organic A2 milk. With a mission to support national food security and promote local, sustainable farming, Meliha set out to bring a healthier dairy alternative to an increasingly wellness-driven market.

Two black and white dairy cows standing in tall green grass under a partly cloudy blue sky

The Shift

Introducing organic A2 milk to the UAE was a challenge in a competitive, health-conscious landscape. Meliha needed a new brand that clearly communicated the benefits of A2 protein, differentiated it from competitors, and positioned it as a leader in organic, sustainable dairy. All while creating broad market awareness through retail distribution.

Three bottles of Meliha Organic Fresh Milk placed on a wooden surface with cows grazing in the background.

The Breakthrough

Skyne’s work enabled Meliha Dairy to launch as the UAE’s first organic A2 milk brand, achieving rapid market success with over 17,000 packages sold within days of launch. The breakthrough: Meliha established itself as a trusted local leader in organic dairy, consistently selling out and building lasting consumer loyalty.

Milk tanker truck with 'Meliha Organic' branding driving on a rural road beside green fields under a clear blue sky.

Strategic Branding Rooted in Local Values

We conducted in-depth stakeholder workshops and market analysis, uncovering a growing demand for health-centric, organic products. We developed a brand strategy that emphasised A2 protein benefits, better digestion, and sustainable farming, while defining core brand values: well-being, authenticity, eco-consciousness, and community.

Hand holding a smartphone displaying a dairy product shelf with Arabic text announcing arrival in Abu Dhabi.

A man in traditional Middle Eastern attire listens to another person holding a carton of milk

Meliha Dairy tote bag showcasing branding elements, designed by Skyne branding agency

People don’t buy what you do; they buy why you do it.

Designing Identity and Packaging for Market Impact

With a strong strategic foundation, a clean, modern identity using greens and whites was created to symbolise health and environmental consciousness. Packaging design highlighted Meliha’s organic commitment and transparency, helping the products stand out on shelves and reinforce the brand’s mission.

Meliha Organic Fresh Milk bottles placed on green grass near black and white cows in a sunny farm setting

Executing a Launch That Delivered Results

The launch at Sharjah Cooperative outlets combined strong in-store promotions with educational content, informing consumers about the unique benefits of A2 milk. With over 17,000 packages sold within days and more than 13,000 tonnes supplied, Meliha Dairy quickly established itself as a leading local organic dairy brand.

testimonials

Arab woman in black abaya and hijab standing in a green wheat field under a blue sky, holding a stalk of wheat.

Lamya Al Suwaidi

Department of Agriculture & Livestock

Working with Skyne on the branding and packaging design for Meliha Dairy has been an absolute game-changer. Their creative approach captured the essence of our vision: combining organic, sustainability, and local pride into a stunning and highly effective design.

Smiling man in a light grey polo shirt standing in a creative office space with colorful notes and materials pinned on the wall behind him

Koen van Riel

Marketing & Strategy Director Skyne

It was a pleasure to work with the team at DAL, supporting them with new insights and a brand strategy to successfully establish the leading organic farm in Sharjah that supports the wellbeing of people in the UAE.

Elderly man with gray hair and beard focused on sketching or writing at a desk, wearing a light-colored buttoned shirt in a softly lit indoor setting

Paul Docherty

Creative Director Skyne

We created the identity and full packaging range with a design that is truly unique in a friendly organic style, with illustrations inspired by the dairy’s Holstein cows and the mountains of Meliha. Through the vision of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, the Ruler of Sharjah, the Mleiha Dairy and its Organic milk has been an outstanding success. Since the launch, the demand for this naturally pure, organic milk has been phenomenal.

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