I never imagined I’d create work for a poultry brand, but there’s always something compelling about exploring how food shapes culture - especially in Saudi Arabia, where a dynamic mix of traditional Arabic cuisine, global influences and a booming fine-dining scene is redefining food trends.

Collaborating with Auckland-based design agency OnFire, I led the brand strategy for a global pitch that ultimately saw OnFire successfully chosen to redefine the Fakieh brand.

The strategic approach was rooted in an immersive exploration of Saudi culture, history and consumer habits, with a strong connection to Vision 2030 - the Kingdom’s ambitious plan to drive progress in technology, sustainability and economic diversification beyond oil.

As a category, poultry in Saudi Arabia is fiercely competitive, with local and international mega-brands vying for consumer loyalty. This made it the perfect time to elevate Fakieh as a ‘heritage brand’, reinforcing its deep local roots.

A complete overhaul of the wordmark saw OnFire’s talented design team collaborate with both English and Arabic typographers to craft a bespoke lockup. Moving away from the brand’s previously cool, clinical blue-and-white palette, the new identity embraces rich, royal blue hues, inspired by historical paintings and the iconic colours of Saudi doors and windows, unifying the brand across all product formats.

A distinctive pattern, influenced by intricate traditional floor mat designs, incorporates grain and ingredient icons - serving as a framing device for new product photography that highlights the variety of family meals Fakieh offers.

This project was an incredible opportunity to help shape a brand that honours its legacy while embracing the future of Saudi Arabia’s evolving food landscape.

All images © OnFire Design.

Design: OnFire Design
Photography: Yuki Sato