Al Rabie

Al Rabie's Objective

Al Rabie Saudi Food Company, producer of dairy products and juices in the Kingdom of Saudi Arabia, is one of the most popular, innovative and respected brands in the region. Despite its customer loyalty, Al Rabie wanted to further expand its brand awareness throughout the Middle East and beyond, and find ways to better compete in an increasingly competitive marketplace. Recent competitor packaging re-design had eroded the distinctive competitive edge and consumer perception that Al Rabie had enjoyed in the past. The company wanted to increase brand quality perceptions and purchase intent in all categories. They turned to King·Casey for help.

The Solution

One of the first steps was to develop a more powerful and relevant brand identity that could be applied in an impactful way across all product lines. Consumer research identified the strengths and weakness with the current Al Rabie identity and packaging system.

Based on the findings, a range of enhanced brand identities (logos) were developed by King·Casey to better portray the desired brand attributes. Further consumer testing identified the new logo design that most effectively communicated the brand's positioning and personality.
King·Casey then leveraged the new brand identity to guide the development of a uniform and impactful packaging design system across all product lines. The new identity and packaging strategy needed to be adaptable future product lines, as well co-branding opportunities. The packaging program consisted of 8 diverse product categories (including juices, coffees, milk, and food) and encompassed over 150 sku's.

A final round of extensive consumer research (conducted throughout the region) objectively validated the effectiveness of the new branding and packaging. King·Casey's new branding and packaging system for Al Rabie has been implemented across all product lines.

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