Masafi celebrates the UAE with this Ramadan packaging
The design, featured on Masafi's water and tissue products, pays homage to the nation's cultural heritage, woven with values of resilience, unity, and tradition. The collaboration is a tribute to the values that have shaped both Masafi and the UAE's story over the years.
'This campaign was about celebrating culture and strengthening our connection with the community. Ramadan is a time of togetherness, reflection, and generosity, which are values that align with Masafi's identity.
We also wanted to tell a story that resonates with our consumers by working with local talent. The goal was to reinforce brand affinity while honouring Emirati heritage.
It was also to deepen emotional connections rather than just drive short-term metrics,' said Saood Al Ghurair, CEO and Vice Chairman of Masafi.
According to Ghurair partnering Mariam Abbas allowed Masafi to honour their Emirati heritage whilst reinforcing their brand affinity.
How design can enhance brand connection
The limited-edition packaging features Emirati symbols such as the Sheikh Zayed Mosque, the Together sculpture in Downtown Dubai, and traditional water pitchers once used for cooling and storage.
These elements highlight the connection between heritage and everyday rituals, reinforcing Masafi's position as a familiar presence in UAE households.
The design also integrates motifs like the Sidr plant, known for its resilience in the desert, subtly aligning with the broader themes of endurance and renewal associated with Ramadan.
Beyond the visual aspect, the initiative reflects a growing trend among brands to engage with local creatives in order to foster authenticity and cultural relevance. By incorporating familiar symbols into its design, Masafi aligns itself with consumer expectations that increasingly value storytelling and heritage in branding.
A broader look at Masafi's branding
The Ramadan edition is part of a broader shift in Masafi's branding, which earlier this year had a refreshed identity across its water and tissue products. The updated identity balances a more modern look with references to its history in the region.
'Masafi has always been a part of family traditions in the UAE. This campaign speaks to all our consumers, from those who have grown up with Masafi to the newer generations discovering it. The focus is on building shared experiences whether it's at an Iftar gathering or a quiet moment of reflection during Ramadan,' says Ghurair.
He continues, 'While we continue to evolve with changing consumer preferences, our foundation remains the same – staying close to the people we serve. It's part of a broader vision to ensure Masafi remains top of mind, not just as a product but as a brand that represents shared experiences and cultural moments.'
The campaign was rolled out across all of Masafi's digital channels including social media, their website and app.
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