Fakieh

Fakieh Poultry Farms is Saudi Arabia’s largest privately owned poultry producer and a well-known brand since 1960. It made chicken affordable for everyday families, instead of just being a high-priced product.

The market for chilled and frozen chicken in Saudi Arabia is large, with many local and international brands competing. Fakieh, however, had stayed the same for years, feeling more like a factory brand than a heritage one.

After a global pitch, Onfire was chosen to refresh the brand. Working closely with Fakieh, they explored its culture, history, and customer habits, creating a new strategy called "We see potential." This shows understanding and care for today’s buyers while looking ahead to Saudi society’s future.

The logo was completely redesigned with English and Arabic fonts. The new soft serif style stands for pride, trust, and care for families. The Arabic part sits like a crown over the logo, symbolizing its importance.

The brand colors changed from cold white to a rich dark blue, inspired by historical Saudi art and architecture. A new pattern, based on local mat designs and grain icons, frames product photos, highlighting diverse family meals.

All images courtesy of Onfire Design.