Fresh From The Field — Fakieh Poultry – By Onfire Design

6 months ago by

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.

After a deep dive into the culture, history and consumer habits, Onfire Design redefine Saudi Arabian heritage brand, Fakieh Poultry.

Want to submit your own work to Fresh From The Field? Fill out the FFTF form here.


The Brief

As the largest privately owned poultry producer in Saudi Arabia, Fakieh Poultry Farms are a well-known heritage brand. Established in 1960, Fakieh made chicken produce accessible to the mainstream consumer, having previously been a premium-priced option.

The chilled and frozen chicken category in Saudi Arabia is vast. As the meat of choice for family dining, various local brands and international options are vying for the consumer in retail. Fakieh had remained virtually untouched for several years, looking more like a ‘manufacturer’ rather than a ‘heritage brand’.

Gif of moving Fakieh logo
Mock up of new Fakieh branding.
Mockup of Fakieh frozen chicken product, Text: Proudly Saudi. Poster image of cooked chicken on a plate with new Fakieh logo. Text: "Quality you can trust every mealtime."

The Design Response

After a global agency credentials pitch, Onfire was chosen to redefine the brand. With the help of the Fakieh team, we took a deep dive into the culture, history and consumer habits. A new strategy was created. ‘We see potential’ is the new brand positioning which shows empathy and consideration for today’s consumer while being future focused for the Saudi society.

The wordmark was radically redesigned working with English and Arabic typographers to develop a bespoke lockup. A traditional, soft serif reflects the pride, trust and compassion in the product and Saudi families. The Arabic translation, position and colour are intended to be a ‘crown’ device on top of the wordmark. Moving away from the cold and impersonal white livery, a rich dark blue, inspired by historical paintings and architectural colours for doors and windows unifies the brand across all product formats. A pattern inspired by the intricate designs from local floor mats, using grain and ingredients icons, is used as a framing device for new product photography, showcasing the variety of meals for families.

Image of new Fakieh product packaging
Image of stacks of Fakieh products
Image of box and wrapped packaging for Fakieh products.
Image comparing old branding and packaging to new branding and packaging.

The Design Team

Design Director: Sam Allan
Creative Director: Matt Grantham
Team Members: Natasha Alimova, Jamie Turnbull, Jade Sullivan, Simon Burton

www.weareonfire.co.nz
https://www.linkedin.com/company/onfire-design/
https://www.facebook.com/onfiredesign/
https://www.instagram.com/onfiredesign/

The Client Team

Tuba Terekli

Collaborators

Cultural Leads: Tuba Terekli, Shadi Bogari

Contributors

Yuki Sato, Clare Buchanan, Shaun Cato-Symonds, Melanie Jenkins


New around here? Consider joining the fam as a DA Friend for 2024.

We have membership types for all size designers – from the student through to large studios. Your DA membership helps to support the Aotearoa design community and gives you discounts to our workshops and events along with profiling opportunities throughout the year.

Fresh from the Field – Te Pū Oranga Whenua – Threaded

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community. After a deep dive into the culture, history and consumer […]

6 months ago by

Fresh From The Field — Ngā tauira whai a Matariki (The string patterns of Matariki) - By RUN Aotearoa

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community. After a deep dive into the culture, history and consumer […]

6 months ago by

Fresh From The Field — Toi Kai Rawa - By Taputapu Toi

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community. After a deep dive into the culture, history and consumer […]

6 months ago by

Fresh From The Field — Mānawatia a Matariki - By Te Wānanga o Aotearoa

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community. After a deep dive into the culture, history and consumer […]

6 months ago by