Rebranding Barakat’s 40 Years of Legacy

2021 / Dubai, united arab emirates

Barakat fresh a legacy brand from Dubai, UAE with 40+ years in fresh produce industry Barakat is UAE's largest fresh product brand.

In 2020 Barakat initiated a re-branding task to give the brand a fresher look to tap into the younger audience. The rebranding initiative also included digitising the brand, with e-commerce, online delivery, new mobile app and social media activations.

Along with adding new digital touch points, we also rebranding the existing touch points including, packaging, identity, digital ads and more.

In-house team

Art Direction: Mustafa S.
Graphic Design: Ashique
Consultation & UI Design: Ryan

Agencies

John Brown
yellow

Image: Instagram @ashley_dxb

Packaging untill 2021

For decades Barakat dominated the fresh juices and fresh product market with the pure white labelled packaging. That helped the brand stand out as a white patch among other colorful competitors.

However in 2021 the brand launched its first Ecommerce and starter towards revamping the brand for younger audience.

Rebranding
Scope

Packaging
Ecommerce
Social media
Digital marketing collaterals
Kiosks
Vehicles

Social media impact

Barakat had already established its brand value over the last many decades. The re-brand only further accelerated the brand value and opened the doors to young millennials age group

@halakrunz

@damiendemolder

@baraaelsabbagh

@a_zayka_s

@jennyjmer

@baraaelsabbagh

Rebranding across platforms

Summer gets
Tropical

Barakat launched tropical juices under the new branding with a new photoshoot with tropical vibe to it. In both 1L and 300ml SKUs across all major supermarkets in UAE.

Pastel color palette for smoothies

Loyalty program
Landing page

Media impact