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KUPCO (Kuwait United Poultry Co.)
KUPCO is the leading name in Kuwaiti poultry. Using our experience with brands in the Middle East including Emirates, Kuwait Airways and Injarzat, as well as our f&b expertise with Tesco finest and M&S, we took on the challenge to disrupt and transform the market with the creation of a prestigious chicken brand, which has since become the national gold standard.
Workshop : Strategy : Market audit : Product naming : Positioning : Creative direction : Packaging design : Copywriting
We conducted a full brand workshop with the client and a rigorous market audit. By aligning KUPCO's reputation as chicken connoisseurs with their commitment to the highest standards in sustainable and humane farming practices, Al Deira, the colloquial Arabic expression for our land, was realised.
We created a suite of in-design brand assets to communicate easy-on-the-eye knowledge bites. In an unregulated market, we created an industry regulation inspired Gold Fork Standard watermark, think the Red Tractor, British Standards Kitemark, and M&S' new Eat Well flower, reinforcing the brand's commitment to the best farm to fork experience.
We evolved our high-end, informative packaging design and rolled it out across poultry products and brand company livery. As a result of the success of our product branding, KUPCO have considered launching Al Deira across the entire Middle East.
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