Repositioning a pioneering Saudi coffee brand.

A pioneering Saudi coffee brand had helped shape the country’s specialty coffee culture. As the market grew, and competitors increasingly adopted the visual and experiential codes it had helped establish, the opportunity was to define what should come next.

Working in partnership with Everything In Between, a UK based branding agency, Umarell were brought in to develop the strategy behind the brand’s next chapter.

We began by looking closely at the changing coffee landscape in Saudi Arabia, the audiences shaping it and the role coffee plays beyond the product itself; from daily ritual and hospitality to taste, knowledge and cultural expression.

The work explored what had made the brand distinctive in the first place, where that distinction had become less visible, and how its pioneering spirit could be expressed for a more mature and increasingly competitive market.

From there, we developed a new positioning and strategic framework, creating a clearer foundation for the next evolution of the identity and experience.

The resulting strategy provided the creative agency with a clear platform from which to develop the brand’s next visual chapter; connecting its heritage as an early player in Saudi specialty coffee with an ambition to continue leading the category.