It is important to emphasize that this project is not an official rebrand of Sarawat Superstores. It is a conceptual project. Because of that there are missing pieces in this project such as Arabic transcripts, which I am not capable of doing. 

Now, although this project is conceptual, there are well thought out reasons why I chose to rebrand Sarawat Superstores. 

First, their current visual identity system is not as functionable and applicable as before. At the same time, it feels and looks outdated. 

Secondly, the identity that they have today has no consistency. This inconsistency sends mixed messages to new and loyal customers which makes customer- and-brand communications difficult. 

Lastly, I strongly believe that their current brand identity no longer supports the values and message that they currently have, which have been shaped over the years.

With those reasons at hand, the goal for this project is to create an identity system that is simple, functionable, and consistent, whilst supporting Sarawat Superstores' values and message.

To support Sarawat Superstores' values and message, I came up with three qualities that suit the feel and look of the brand, which also created the theme that would influence the whole project. These three qualities are traditional, lively, and poise.

For the logo, I kept it within the theme by keeping some of the old features from the old logo. The evergreen tree and octagon are highly valuable symbols for Sarawat Superstores' brand equity. It is a big lost to its own history to completely remove it. So, instead of removing it I remade it into something that is more simple and functionable. 

The combined symbol of the evergreen tree and octagon evokes the message of keeping life and tradition.

With regards to the colors, the new green and yellow colors are reduced to smaller number of combinations to allow consistency. The colors are bold, lively, and easily usable.

Sarawat Superstores has always been known for their choice of colors. It separates them away from their competitors. 

Along with the new colors comes with a new pattern. The pattern is made up of five combined octagons that is repeated throughout which creates a seamless pattern.

This pattern is used to differentiate the brand, and as well as emphasize the qualities of the brand.

For the slogan, it all revolves around Sarawat Superstores' mission and reputation as a supermarket. 

As mentioned earlier, Sarawat Superstores' main mission is to establish a shopping experience that is easier, healthier, and more enjoyable for customers. This mission aligns with their customers' perception, that is that their customers sees them as a convenient supermarket that offer convenient prices and goods. 

Based on their mission and their customers' views I came up with a new slogan, "For Everyone's Convenience."

In this rebrand, their loyalty program, a program where customers get to earn points while shopping in return for free groceries, has been named as Sarawat SuperCard instead of just being called as loyalty/reward program. 

This gives the program an identity of its own which gives it more recognition and credibility.