Brief & Challenge

Aldomiaty For dairy products Company was established in 1989

in Damietta city, where it started  producing two types of cheese.
The company gained the confidence of the market and the trust
of its customers as a result of providing the highest quality and
the most diverse of cheese varieties and foods, which led to its
spread and presence on the shelves of all sale points.
Recently, with the increasing local competition & consumer options,
the company faced different challenges & struggles that were
not related to production & operations, but rather to their branding
& how they stand out in the competition. They had no clear
understanding of their brand, their values and no defined
visual identity. AlDomiaty faced major problems in their
brand expression & communication.
Year: 2022
Country: Egypt

 

Process & Results

Researching the market & competitors & analyzing

the existing brand. We found that we can take out some
key elements from it & build the new brand about it.
We started by redesigning the logo & the brand identity.
The redesigned logo and identity used similar elements &
colors from the old logos, so the brand can always
still feel the same. We designed a brand that
looks modern, fresh and organic.
Positioning
During discovery sessions,  we understood more about the
core of the brand, more about the customers pains & gains.
We found out that what makes our brand valuable,
is its Damietta core. Damietta has always been known
about quality in different industries & the decent attitude of its people.
We mixed the core values we found in the heart of the company,
the pride & love of the damietta origin and the vision of expansion
in the next upcoming years to build the brand.
We decided to build a brand that’s proud of its origin & values in
every single moment. A Brand that’s about Damietta & its people,
a brand that’s built about Quality & Family.
VISUAL IDENTITY
Understanding the user journey & the business needs,
it was clear that the brand has 4 main identity collaterals.
Products, Digital Collaterals, Offline Collaterals
& Corporate Collaterals.
Sketching
We went on trying different logo iterations over the course
of few weeks, putting in mind that we needed to keep the
spirit of the brand while also having a modern logo redesign.
Logo Evolution
Studying the old versions of AlDomaitty Logo helped us define
what we needed to keep in mind and what the visual spirit
of the brand was. We wanted to give Al-Domiatty a new logo,
but one that can be considered as an evolution of the brand,
not a totally different logo. That’s why we kept the colors &
took inspiration from the previous logos.
Photography
We decided that the packaging must include a photography that shows the quality of the dairy products & reflects freshness & good taste.
We collaborated with professional food photographer & a food stylist to deliver the photos used in packaging.
Then we redesigned the packaging, giving a variety of colors to the variety of products AlDomiaty has, making sure that each & every design reflects freshness & pride of the domiat origin.
Products
The products are the most important touchpoints.
For the Domaity brand to grow, it must succeed in terms of sales.
Sales depend on how identifiable & unique the products
stand on the shelf. It takes 3 seconds for a packaging to
take the attention of a customer. We decided that the
packaging must include a photography that shows the
quality of the dairy products & reflects freshness & good taste.
We collaborated with professional food photographer &
a food stylist to deliver the photos used in packaging.
Then we redesigned the packaging, giving a variety
of colors to the variety of products AlDomiaty has,
making sure that each & every design reflects
freshness & pride of the Domiat origin.

THANKS FOR WATCHING

Feel free to contact us for
any question or concern
info@shoairart.com
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