Masafi

Masafi has been a part of the fabric of every UAE residents’ life, for as far as we can remember. A well-known and beloved market leader since its inception in 1977, it has always pushed boundaries by venturing into new territories and verticals, while remaining true to its heritage and values.

The brand sought an uplift that honoured their roots and showcased their continuous commitment to innovation. We worked on evaluating and refreshing the overall brand identity, while also redesigning the water and tissue product lines.

The refreshed brand identity preserves some key elements as a nod to its heritage whilst incorporating contemporary lines and graphics. This was rolled out across the packaging for both the tissues and water, along with signage, trucks and digital.