REBRANDING A FAMILY LEGACY
When Al Fahim appointed Zaman to manage & lead its re-branding exercise our mission was to broaden its appeal while staying true to its legacy & heritage.
A review of Al Fahim’s dynamic portfolio & organization structure revealed opportunities for improving brand adhesion and brand equity within its consumer group. Zaman created a new brand architecture that acts as both a strong identity for the group and a platform to showcase individual subsidiaries. We also devised a structured program to rollout the new identity first internally, then externally.
Through close consultations with our client we created an engaging brand story balancing the Group’s future and past. From its past, we incorporated elements from its five-decade long heritage and shared values with the late Sheikh Zayed. For its future we incorporated elements from its present – growing regional footprint, new partners & future business plans. From both we developed the new tagline “Our Values, Our Future”.