Brash Agency is a creative consulting firm, with offices in Dubai, London and Monaco, that recently teamed up with catering and facilities management company Catrion to launch a bold new rebrand. Brash production director Noor Tulaimat explains that Catrion, founded four decades ago and previously known as Saudi Arabian Airlines Company, wanted to create a plan for growth inside the country as well as internationally. The company offers in-flight catering to many airlines and has also worked within markets such as on-board rail services and events catering.
Tulaimat says that when creating this update it was critical to maintain strong associations with the brand’s Saudi heritage. They decided on the positioning ‘committed to care’, and took this mindset to heart when creating an exclusive Arabic coffee cup giftbox to help bring the rebrand to life.
When discussing the rebrand, Brash explains that ‘the brand mark symbolises the essence and key service principles, with each solid circle representing one of the core values’. They used this design as a central focus for the white and blue giftbox, which houses Catrion blue coffee cups.
Asked about the reasons for their packaging paper selection, Tulaimat replies, ‘The first reason is the consistent quality. I used Sirio White White specifically for this project because I needed a paper that has premium feel. Sirio works very well for printing vibrant Catrion blue, and special finishes for the Catrion box.’
