Al Masaood & Sons

ENHANCING FIVE DECADES OF BRAND EQUITY

Abdulla Al Masaood & Sons was created to separate the companies wholly owned by this brother and his sons. Zaman was contracted to created a clear platform of recognition and differentiation (from Al Masaood) to take forward to the next generation. Zaman interviewed the group’s senior managers to ascertain the brand personality, its values as well as strengths and weaknesses. In particular we spent time with the owners to understand the legacy as well as their vision. We then put forward a brand statement ‘Behind Great Ideas’ and a brand directive of ‘Making great ideas into successful companies’.  These prioritized the sense of innovation and even adventure that the company valued. For the identity, the change to the logo was very limited utilizing a new colour palette with metallic references. The type faces are classic and understated. Materials and production all told of a mature, strong well organized group.