Uplifitng a 20 years old Brand
Project A large-scale branding project aimed at uplifting a 20-year-old FMCG dairy brand, managing a portfolio of over 20 product lines distributed across the MENA region and reaching hundreds of thousands of customers.
My Role Brand Designer, Illustrator and Motion Designer, worked closely with their Marketing Manager
The original logo featured an abstract cow/buffalo mark with distinctive colours. While it was not possible to conduct extensive consumer research, we interviewed long-standing sales representatives who had worked with the brand for many years. The majority identified the rounded form, typography, and colour palette as the most recognisable and trusted elements of the identity.
In addition, the company wanted the brand to remain flexible and extensible, allowing it to support future products beyond the dairy category when needed.
The most important change, from a brand design perspective, was to focus the identity around a single, strong message. The cow symbol and the name felt visually and conceptually disconnected, while the name itself was more distinctive, memorable, and powerful as a typographic mark.
I deliberately amplified the Arabic name, positioning it as the primary element to emphasise the brand’s local roots and heritage. The English name was retained as a secondary element, placed within the circle and functioning primarily as a translation rather than a competing mark.
The colour palette was refined by deepening the tones and reducing fluorescence, resulting in a more grounded and durable visual presence. Overall, the redesigned logo became simpler, more centred, and more cohesive, with a clear hierarchy and a visual language capable of supporting the brand for many years to come.
Uplifitng a Forsana Package and designing a Social Media Campaign
Project Apply the new brand on a unique dairy product that will be launched in the region
In the previous packaging, the brand lacked visibility and impact. The logo was reduced in size to accommodate the layout, causing it to lose presence on the shelf. In addition, the colour palette and stamp-style elements closely resembled those of competing traditional products, making the brand difficult to distinguish at the point of sale
New Package With the new logo, the brand presents itself as confident and recognisable, supported by a distinctive and cohesive colour palette. A simplified cow silhouette was introduced as a secondary visual element, chosen for its modern character and practical versatility across advertising and communication materials.
Social Media Campaigns
Initial Product Positioning
For the first positioning phase, I worked closely with the company to define Forsana Goat as an essential ingredient in traditional recipes. The primary target audience was small business owners, predominantly women, who rely on authenticity and quality in their everyday cooking.
The campaign was built around local dialect, using familiar language to create closeness, trust, and cultural relevance, and to reinforce the product’s role in daily culinary practices.
Second Product Positioning
In the second phase, we identified the need to modernise the visual language to better connect with a young, digitally savvy audience. The brand was repositioned beyond authenticity alone, embracing the idea of being bold, different, and irresistibly delicious.
Within this context, AI became a deliberate creative tool, allowing us to amplify the concept and push the visual expression beyond traditional boundaries.
My Role I led the campaign messaging, visual design, and motion direction, working with a combination of Adobe tools and AI-based processes to bring the concept to life.
