Masafi brand identity refresh 2025
Masafi refreshed its visual identity across the water and tissue ranges in early 2025, keeping regional heritage cues while modernising the look. Campaign Middle East frames the Ramadan pack as an extension of that wider identity shift.
- The brief
- Masafi water and tissue buyers in the UAE, for a homegrown brand modernising its look while keeping its regional roots.
- The idea
- Masafi updated its identity across water and tissue in early 2025 and extended it to a Ramadan pack designed with Emirati artist Mariam Abbas, honouring UAE heritage.
- What to borrow
- Inviting a local artist onto the pack lets a heritage brand look current while staying tied to its culture.
| Brand | Masafi Water |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | in-store, digital |
| Source | Campaign Middle East |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| SAB | SAB — Alawwal rebrand to Saudi Awwal BankRebrand · 5 Apr 2023 | Rebrand | – | 5 Apr 2023 |
| Toyota | Yours to CelebrateFestive · 12 Mar 2025 | Festive | Memac Ogilvy | 12 Mar 2025 |
| STC | Ramadan RewardsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| Emarat | Expect the ExpectedRebrand · 23 Sep 2020 | Rebrand | – | 23 Sep 2020 |
| Zain | Ramadan 2025 TVC — 'belonging, resisting and rebuilding'Purpose · 5 Mar 2025 | Purpose | – | 5 Mar 2025 |
| STC | 30 days, 30 giftsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
What other beverages brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Vimto | Vimto Ramadan 2026Festive · 21 Apr 2026 | Festive | – | 21 Apr 2026 |
| Vimto | Vimto Rose on Kitchen TalesIntegrated campaign · 23 Feb 2026 | Integrated campaign | – | 23 Feb 2026 |
| Al Ain Water | Essentials for LifeIntegrated campaign · 29 Jan 2016 | Integrated campaign | – | 29 Jan 2016 |
More from Masafi Water
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Ramadan 2025 limited-edition packaging with Mariam AbbasFestive · 21 Mar 2025 | Festive | – | 21 Mar 2025 |