Masafi
Packaging design
logo design
2024
The brief
Packaging design
logo design
Brand Strategy
brand identity
brand guidelines
Masafi has been a part of the fabric of every UAE residents’ life, for as far as we can remember. A well-known and beloved market leader since its inception in 1977, it has always pushed boundaries by venturing into new territories and verticals, while remaining true to its heritage and values.
The brand sought an uplift that honoured their roots and showcased their continuous commitment to innovation. We worked on evaluating and refreshing the overall brand identity, while also redesigning the water and tissue product lines.
Client
Masafi
Industry
FMCG
The insight
For any brand, the most important starting point is to identify your core advocates. And with Masafi, it was was clear that it fit seamlessly into the lives of a cross-generation of audience that live for experiencing life to the fullest and much like Masafi itself, are in relentless pursuit of being a better version of themselves every single day.
It’s the people who are health-conscious, experimental, on the move, value convenience and authenticity. Leveraging its expertise and legacy while embracing the latest trends and technology, Masafi would be uniquely positioned to tap into and nurture the aspirations of this dynamic young generation.
The approach
An evaluation of Masafi’s portfolio of products, along with a visual and verbal brand audit and identification of the white space that it could focus on, we positioned it as “The ultimate choice for the ultimate you”. Given that Masafi is sourced naturally from the underground Masafi wells, making it one of the purest waters, this statement underpins how the brand is improving your health and wellbeing.
The refreshed brand identity preserves some key elements as a nod to its heritage whilst incorporating contemporary lines and graphics. This was rolled out across the packaging for both the tissues and water, along with signage, trucks and digital.
