As the largest privately owned poultry producer in Saudi Arabia, Fakieh Poultry Farms are a well-known heritage brand. Established in 1960, Fakieh made chicken produce accessible to the mainstream consumer, having previously been a premium-priced option. The chilled and frozen chicken category in Saudi Arabia is vast. As the meat of choice for family dining, various local brands and international options are vying for the consumer in retail. Fakieh had remained virtually untouched for several years, looking more like a 'manufacturer' rather than a 'heritage brand’. After a global agency credentials pitch, Onfire was chosen to redefine the brand. With the help of the Fakieh team, we took a deep dive into the culture, history and consumer habits. A new strategy was created. 'We see potential' is the new brand positioning which shows empathy and consideration for today's consumer while being future focused for the Saudi society. The wordmark was radically redesigned working with English and Arabic typographers to develop a bespoke lockup. A traditional, soft serif reflects the pride, trust and compassion in the product and Saudi families. The Arabic translation, position and colour are intended to be a 'crown' device on top of the wordmark. Moving away from the cold and impersonal white livery, a rich dark blue, inspired by historical paintings and architectural colours for doors and windows unifies the brand across all product formats. A pattern inspired by the intricate designs from local floor mats, using grain and ingredients icons, is used as a framing device for new product photography, showcasing the variety of meals for families.