Fakieh Poultry

Established in 1960, Fakieh is the largest independently owned poultry producer in Saudi Arabia. The brand democratised chilled chicken for the masses, prior to its presence in retail these products were too expensive for middle and low income families. Because of this, and despite its lack of brand development over the years, Fakieh is a much loved brand for consumers.

The Onfire team were commissioned to help refresh top-to-bottom, shaking off the ‘manufacturer’ look and truly portray its proud Saudi heritage place in retail. A new colour palette to brand block in stores was inspired by traditional architectural details, a bespoke pattern that is used across all pack formats is informed by rug patterns which are used in family dining occasions.
We engaged two renowned typographers (English and Arabic)
to work with radically redesigning the wordmark.