Zeina

Overview

Zeina is a Saudi food-heritage brand in households across the Kingdom since 1979 — nuts, dried fruits, legumes, spices, and pantry staples rooted in everyday hospitality. Dblshot led a complete brand identity overhaul, repositioning a beloved legacy name for a new generation while honoring four decades of trust.

The Challenge

• A legacy visual identity that no longer reflected the product's quality and craft
• A broad product range lacking a unifying visual system
• The need to modernize without abandoning the emotional equity built with Saudi families
• A growing premium/gifting segment the old identity wasn't positioned to compete in

Strategic Foundation: Every Flavor Holds a Story

Rather than starting from the logo, the work started from Zeina's emotional core — the role its products play in Saudi hospitality and family rituals passed between generations. This became the new tagline and guiding principle.

Logo Concept

The new typography pairs a custom Arabic and Latin lockup with a small botanical mark above the Arabic letter alef — a leaf cluster symbolizing freshness, purity, and natural origin.

Typography

Philosopher serves as the display serif for English titles, signaling heritage without feeling dated. DIN Next LT Arabic handles Arabic titles, subtitles, and body copy with a full weight range from Ultra Light to Black.

Bringing the Brand to Life

• Category-specific illustrated patterns for nuts, legumes, herbs, cardamom, seeds, popcorn, spices, vinegar, and dried fruits
• Premium packaging across tins, jars, pouches, and gift boxes
• Retail environment design — in-store shelf displays and branded kiosk concepts
• Corporate identity suite — business cards, stationery, notebooks, gift bags, and tote packaging
• Uniform and signage applications, from staff polos to building facades and vehicle livery
• Digital presence groundwork — social media profile design and e-commerce storefront direction

Outcome

The result is a complete, flexible brand system repositioning Zeina as a premium, design-forward Saudi heritage brand — ready to compete in modern retail and gifting channels while preserving the trust built over more than four decades.

Color Palette