Almarai’s new beef brand identity a cut above

London-based design agency BrandMe has created the brand strategy, positioning and visual identity for Haboor, Almarai’s new fresh beef brand targeting the GCC market. Designed to meet growing demand for locally sourced beef, Haboor aims to offer consumers the freshness and quality of traditional butchers with the convenience of packaged supermarket cuts. The identity centres on a meat cleaver symbolising craftsmanship and precision, while burgundy and charcoal colour blocking helps distinguish the product tiers and guide shoppers through the range.