Masafi unveils new brand identity

The new brand logo - encompassing all natural elements with a refreshing silver outline - combines the essence of Masafi's rich heritage and signals the company's strategic growth direction.

The new brand identity simplifies and unifies the look and feel of Masafi in an effort to better communicate its vital characteristics and values to consumers. It epitomises Masafi's unique brand promise - 'Premium Products for Better Life' and is designed to communicate the values which drives Masafi as a company - 'Quality, Purity and Transparency'.

In his comments, Mr Ashraf Abushady, Chief Executive Officer of Masafi, said:

"Masafi is one of the leading brands in the Middle East and we intend to grow exponentially and further enhance the value of our brand as we evolve. The new branding across all our products is aimed at giving Masafi a rediscovered, rejuvenated and refreshing look aimed at leveraging our growth strategy to be better recognised for our contributions, establish a stronger emotional connection with our audiences and strengthen our position in the marketplace."

He added: "The new, refreshing logo on our water packaging has captured the essence of the Masafi brand and its personality in line with our core corporate values. By unveiling our new brand identity in water, Masafi has reinforced its commitment to our consumers and furthers our reputation of providing world-class products renowned for their pure natural freshness."

Since its inception three decades back, Masafi has always espoused a mission to make life better and more convenient for its consumers. After becoming the generic name for bottled mineral water across Gulf and Middle East, the company has taken the natural evolution process and ventured into sectors such as tissues, juices as well as rice, which were integral to its broad vision of becoming a complete FMCG company by 2011. The company is currently in the process of doing research and developing new categories and the new brand identity is part of the evolution process.

Masafi, which has successfully retained its market leadership in the UAE mineral water segment with more than 41% share, distributes approximately 320 million bottles across the UAE, which boasts of the highest per capita consumption of mineral water in the world.

Masafi Juice, which became one of the top five juice brands in the UAE (out of more than 50 brands) and garnered 5% of the market within a year of its launch, managed to have dominant presence in other markets like East Africa and South East Asia as well. The company has invested more than AED40 million in the production and marketing of the juice, delivering fresh fruit juices from natural ingredients without removing or altering the flavor, aroma and nutrition.

Masafi Juice, which contains no preservatives, was the first in the Middle East to bring in the 'hot fill' technology that enables retaining the juice's distinct freshness for the period it is stored. The bottles are recyclable, thereby making them environment friendly.

Masafi announced its foray in the food sector by becoming the exclusive distributor of India Gate Classic Basmati Rice in the UAE. India Gate Classic Basmati Rice, the world's longest Basmati rice, has a predominant presence in the Middle East and USA, enjoys over 12% market share in Saudi Arabia.

Nearly 30 per cent of Masafi mineral water is exported to different countries across the globe, including Japan, Oman, Kuwait, Qatar, Bahrain, Afghanistan, Djibouti, Germany, UK, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh and the Ivory Coast. The firm also exports its Tissues, Juice line and newly launched Flavoured Water to most of these markets.

As a firm, the company aspires to be a complete food and beverage company and intends on being present across all categories in this sector. Masafi aims to strengthen its market leadership through a process of continuous reinvestment and innovative manufacturing and distribution strategies.