Al Shifa
Rebranding the largest honey brand in the Middle East
Client:
Sunbulah Group
Challenge:
To strengthen their leading position in the market, Al Shifa required a rebrand. A new brand identity that stays connected with changing consumers needs, creating a fresh brand appeal
Result:
A cohesive and consistent label and packaging design system was established for the entire packaging range, ensuring immediate on-shelf dominance and recognition.
Rebranding a legacy Honey
Brand: Al Shifa
For over 3 decades now, Al Shifa has sourced and produced the best high-quality, natural honey for their customers. What once started in Saudi Arabia has become the No. 5 top honey brand in the world. It is the only honey brand from the Middle East that is available in over 40+ countries worldwide. So when a brand with such a determined and powerful legacy is looking for a shift, there are special considerations that have to be looked at.
FROM INSIGHTS TO RESEARCH
Leading the category position
Al Shifa’s partnership with Skyne thus began. We were tasked with rejuvenating the brand by enhancing its visual appeal, consolidating and increasing its category position.
To achieve this, we began a systematic programme of detailed design research, including evaluating all of the brands in the honey market. Our creative team specifically focused on the design and communication of the packaging, as well as on-shelf visibility, impact and appeal.
COHESIVENESS OF DESIGN
Redefining the packaging design system
A cohesive and consistent label and packaging design system was established to enhance the Al Shifa wordmark and identity, including the entire packaging range. Ensuring immediate on-shelf dominance and recognition. With this change, it was crucial to maintain some familiarity with the original identity while crafting a new visual system, using typography and graphic elements for better visibility and impact.
FROM OLD TO NEW
The transition that increased visibility
We ensured that there was a semblance of familiarity maintained with the original identity while crafting the new visual system. A brand people know and love had to borrow from its well-loved legacy in order to move forward successfully.
FROM RESEARCH TO DESIGN
Unique handcrafted excellence
A distinct hand-crafted wordmark now exists neatly on the label design. Premium cues of fine gold foil, embossing, and special varnishes reinforce the quality of Al Shifa honey, sourced and produced to the highest standards.
How we helped Al Shifa gain focus and purpose to stand out on shelves with a cohesive identity and design system
Research & Analysis
Market scan
Target audience research
Stakeholder research
Brand opportunities
Concept & Design
Brand identity design
Brand collateral design
Communication tools design
Brand guidelines
Packaging design
Implementation & Activation
Project management
Collateral production
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.
– Reem Abutteen, Marketing Director Sunbulah Group
“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.”
– Dennis de Rond, Founder
