Building Emotional Connections with Bayara's New Look
SCENARIO
Bayara is the market leader and number one seller of nuts, dried fruits, spices, and pulses across the Middle East and North Africa (MENA) region. Recently acquired by the Savola Group, a major food conglomerate in MENA, Bayara sought to reinforce its brand awareness through a cohesive visual identity system across all consumer touchpoints.
CHALLENGES
Bayara faced several key challenges. Firstly, it needed to establish itself as the go-to brand for everyday cooking essentials and healthy snacks, aiming to become a beloved brand in the region. Secondly, it aimed to modernize and simplify the Bayara logo. Additionally, the brand needed to revamp packaging design to reflect its promise of delivering high-quality and healthy products, while simultaneously cultivating an emotional bond with families and effectively communicating freshness to consumers. It also required a deep understanding of its extensive product list, spanning various categories and subcategories in both B2C and B2B segments, to ensure organization of its portfolio and modernization of the brand without alienating existing customers.
SOLUTION
In response to Bayara's objectives, we crafted the concept "From the Heart of Nature" to symbolize the brand's commitment to authenticity and quality. Streamlining all brand elements, we redesigned the logo to ensure consistency across product categories.The heart symbol emerged as the central motif, enhancing brand communication and visibility at the point of sale.
Standardizing the use of red in packaging and typography, we modernized Bayara's visual identity while maintaining its heritage. Introducing appetite appeal, we enhanced product attractiveness and differentiation across the extensive range, giving a vibrant modern look and feel to the products with better visibility and brand communication.
We redesigned product lines such as spices, pulses, grains, dried fruits, nuts, organic, saffron, dates, salted snacks, unsalted snacks, and introduced cereal bars to diversify offerings and meet evolving consumer preferences.
Through collaborative efforts, Bayara successfully established itself as a contemporary, trustworthy brand, resonating with consumers and driving increased sales. The cohesive visual identity system and revamped packaging improved brand recognition and consumer engagement, leading to a significant uplift in market share and customer loyalty.
All rights reserved to CBA Design and Savola Group.
