An Emirate Powerbrand for the Future

Catling Creative partnered with Emirates Food Industries to position and launch Hayatna, a 100% Emirati range of products that aims to play a significant role in delivering UAE food security.

Starting with the dairy category, we worked on developing a masterbrand identity that was appropriate for Hayatna’s geographical and cultural position; utilising the desert rose, a plant that successfully thrives and lives in the very harshest of conditions, and that builds on the meaning of the name Hayatna which means our life.

The bespoke Hayatna bottle was developed for liquid dairy products.  The structure was designed to be elegant, timeless and premium to reflect the local skyscrapers, synonymous with the progressive UAE region, whilst also standing tall with distinction.

Following the successful launch of Hayatna into the dairy category, Catling Creative undertook an extensive brand architecture project, developing a framework that allowed the brand to extend across an ever-expanding range of products.