ZAD
Zad: Honest Energy, Vibrant Design, Wholesome Snacking
Challenge
As a renowned organic-certified date farm, Aldka was known for delivering only the finest premium dates, a strong symbol of hospitality in Saudi Arabia. However, the farm faced a dilemma: what to do with visually imperfect dates that were just as nutritious? The solution was to create a sister brand, Zad, transforming these dates into energy bars, bites, and balls. The challenge lay in crafting a relatable, approachable identity that complemented Aldka’s premium legacy while appealing to a health-conscious audience.
The Zad energy line, crafted by a Board Certified Registered Dietitian Nutritionist (RDN), ensures a balance of nutrient-dense ingredients that enhance Aldka’s organic dates.
Intervention
Blue Hat strategically developed Zad’s identity to transform Aldka’s wholesome dates into an accessible and vibrant snack brand:
Brand Story: Zad, meaning “abundance” and “food” in Arabic, embodies nourishment and transformation, turning imperfect dates into delicious, functional snacks.
Font Design: A friendly, slightly imperfect typeface was chosen to reflect the natural, unpolished beauty of Zad’s ingredients, resonating with authenticity and approachability.
Design Elements: Subtle leaf motifs tied Zad to Aldka’s organic roots, maintaining a cohesive visual connection to the parent brand.
Color Palette: Bright and optimistic colors conveyed energy, vitality, and positivity, aligning with the brand’s purpose. The color choice celebrated natural Middle Eastern flavors such as cardamom, turmeric, sesame, and pistachio, blending authenticity with modern nutritional trends.
Product Development: Zad introduced a line of certified organic, vegan, and gluten-free energy snacks tailored to diverse consumer needs:
Athletes: For performance and recovery.
Women: Supporting hormone balance.
Children: Fostering growth and development.
Professionals: Enhancing focus and stamina.
Results
Seamless Brand Extension: Zad maintained Aldka’s premium reputation while carving its niche as a health-conscious, approachable brand.
Shelf Impact: Zad’s packaging emphasizes transparency, showcasing each ingredient with clear motifs and icons to affirm organic authenticity. Vibrant colors and approachable design enhance shelf presence while building trust and credibility.
Consumer Appeal: Zad resonated with diverse demographics, delivering on its promise of nourishing, functional snacks made with integrity.
Market Impact: Positioned Zad as a unique player in the organic snack market, turning what was once overlooked into a symbol of abundance and care.
Zad proves that even the imperfect can be extraordinary, offering health-conscious consumers snacks that are as authentic as they are nourishing.
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