2015 Winners & Shortlists

Brief Explanation

Besides featuring its 80 different products, the client wanted us to design and conceptualize a brochure that would incorporate A’Saffa Foods brand strategy/stance, ‘100% Natural, Fresh, Healthy and Tasty’; that is appealing, possibly distinct and refreshingly original in design style and execution. Essentially, serving as an interesting reminder of A’Saffa’s delectable range of the finest food and processed food products!

The Brief

The primary challenge was to conceive a brochure design that would strongly showcase A’Saffa’s vast and almost inexhaustible range of 80 appetizing products across fresh and frozen processed food variety, and would also be seen as an innovative, well-crafted work of art. The key objective was to bring together the entire food range into one creative format, never attempted before!

How the final design was conceived

A Refrigerator Brochure that would virtually contain all of the 80 products! A hardcopy, 3D replica of a double-door refrigerator that opens, containing the entire range of A’Saffa products, stacked neatly within the refrigerator in translucent shelves, freezers and chiller compartments, and on the shelves of the doors. – A metaphor of a big fridge to store A’Saffa products. The brochure mechanism, being no different than a real fridge. The main section of the fridge, flips open to the inside pages from the door hinge with relevant product shots, details and description inside across 44 pages with 1-2 products on each page.

Indication of how successful the outcome was in the market

The A’Saffa Refrigerator Brochure, in limited print-run, was distributed at select outlets, hypermarkets, premium food stores and to key opinion makers and customers throughout Oman and were extremely well received with positive reviews from all media. The A’Saffa Refrigerator Brochure, purchase led offer, was also an instant success and was over in the first 10 days of the launch.

A'Saffa Foods S.A.O.G was established in 2001 and is the largest integrated poultry project in the Sultanate of Oman. Since then A’Saffa has already achieved leadership in most poultry product categories it has entered and has succeeded in gaining a good reputation through uncompromised quality, stringent manufacturing standards and conformity to international specifications. Brand Values: 100% Natural & Tasty; Product Types: Fresh & Processed Foods