ALMARAI – ICE TEA

Founded in 1977, Almarai is a leading Saudi food-and-beverage company offering a wide portfolio of products across the Middle East. Supported by strong brands and continued growth, it is the undisputed market leader in the GCC.

The company is also present in the ice-tea category - a highly developed market with high per capita consumption - where it competes both with well-established players - such as Lipton Ice Tea - and, more recently, with youth-oriented brands such as ZOI, that have gained attention through trendy, minimalist, and highly “Instagrammable” packaging.

The challenge was to refresh Almarai’s Ice Tea Green Leaf brand so it could compete on both fronts through a more contemporary identity and packaging - particularly relevant in a market where the average consumer is 28 years old.

The redesigned logo is clear and instantly recognizable, reinforcing the brand’s identity and building on existing equity to reassure loyal customers.

The rest of the pack takes a deliberately modern and minimal approach: the bold “ice tea” lettering stands almost alone. This absence of visual clutter becomes a statement - the brand is now assertive, self-confident, and unmistakably new. Hello, socials!