• Transform magazine
  • December 07, 2023


Brash Brands helps Saudi Airlines Catering Company rebrand to CATRION

Screenshot 2023 10 10 At 09.08.00

The aim for the Dubai-based creative strategy agency was to highlight the brand’s diversified business operations and global ambitions. CATRION originated to provide catering services to Saudia, the national airline of Saudi Arabia, but the rebrand follows a concerted effort of diversification as the business expanded into retail, healthcare, hospitality and transportation.

Brash worked with CATRION on redefining its positioning, encapsulated in the new statement "committed to care”, and produced a new visual identity designed to reflect this new purpose. The redesigned visual identity uses a cluster of circles, with each solid circle representing a different value.

CATRION is one of a number of recent rebrands in Saudi Arabia aimed at aligning businesses behind Saudi Vision 2030, a government programme focused on economic, social and cultural diversification. As a company spokesman said, “The new brand signals to the world an ambition and readiness to expand the company’s commitment to innovation, excellence, quality and attention to detail, well beyond its core competencies in aviation. CATRION will be feeding the Kingdom’s vision 2030 by delivering best of class customer service across new growth industries.”

John Brash, Founder and CEO of Brash, commented on the rebranding effort, stating, "In collaboration with the SACC chairman, the board, and CEO, we've witnessed a company that is resolute in its mission to leverage its unmatched expertise and capabilities to establish a unique global services brand. We eagerly anticipate the debut of CATRION's offerings."