Baidar, a prominent brand under Al Faris Food Industries in Saudi Arabia, is renowned for its wide range of high-quality condiments and sauces, including ketchup, mayonnaise, and hot sauces. To rejuvenate its market presence and appeal to a broader, modern audience, Baidar enlisted Above and Beyond to lead a comprehensive rebranding effort, encompassing new label designs, a refreshed brand identity, and the creation of key visuals and shopper experience materials.

Challenge: The challenge was to develop a new brand identity that aligns with Baidar’s core values of quality, tradition, and innovation while appealing to both existing and new customers in a competitive market. The new design needed to communicate freshness, authenticity, and the brand’s commitment to using high-quality ingredients.

Our Approach:

1. Label Redesign: We overhauled the product labels for Baidar’s entire range, introducing a clean, contemporary design that highlights the brand’s heritage while conveying a fresh and modern feel. The new labels use vibrant colors, bold typography, and clear product imagery to create strong shelf presence and brand recognition.
2. Brand Identity Refresh: Developed a cohesive visual identity that includes a new logo, updated color palettes, and consistent design elements across all brand materials. This identity reflects Baidar’s commitment to quality and tradition, combined with a modern twist to appeal to today’s consumers.
3. Key Visuals and Shopper Experience Materials: Created a series of key visuals for advertising campaigns, in-store displays, and promotional materials. These visuals were designed to be eye-catching and informative, highlighting Baidar’s product range and unique selling points to enhance the shopper experience.

Execution Highlights:

• Modern Labels with Heritage Touch: The redesigned labels balance contemporary aesthetics with traditional elements, ensuring they are both visually appealing and reflective of Baidar’s long-standing reputation for quality.
• Comprehensive Brand Guidelines: Developed detailed brand guidelines to ensure consistent use of the new identity across all marketing channels and touchpoints, from packaging to digital media.
• Engaging Shopper Experience: Designed in-store materials such as posters, banners, shelf talkers, and point-of-sale displays to guide and engage shoppers, promoting product trials and increasing brand loyalty.