Khedr El Attar: Redefining Organic and Raw

Revitalizing a Brand with a Vision

Established within the old city walls of Cairo in 1945, Khedr El Attar quickly became ingrained in Egyptian culture. The brand's reputation grew to such an extent that it was mentioned in Naguib Mahfouz's trilogy, and even found its way into the lyrics of Ahmed Adaweya's songs. Now, Khedr El Attar is expanding its reach, offering premium raw products that retain their traditional value.

The collaboration between Nour Shourbagy and the Khedr team focused on developing a brand strategy and a visual system that would capture the essence of the new positioning. The goal was to ensure that Khedr El Attar remained the go-to brand for all things organic and raw. The result was a visual identity that allowed the business to mature into three distinct subcategories: organic medicine, raw beauty, and culinary.

Arabic design elements were seamlessly integrated into the brand's visual identity, paying homage to its Egyptian roots. The packaging design, brand guidelines, and overall aesthetic were carefully crafted to convey a sense of authenticity and sophistication. The new visual system not only reflects the brand's values but also appeals to a modern audience seeking high-quality organic products.

The Khedr El Attar rebranding project commenced in March 2020 and was completed in 2021. Throughout this period, the team worked tirelessly to ensure that every aspect of the brand's identity was meticulously designed and executed. The result is a cohesive and compelling visual identity that sets Khedr El Attar apart from its competitors.

Recognizing its excellence, the Khedr El Attar rebranding project was awarded the prestigious Iron A' Design Award in 2022. This accolade is a testament to the brand's commitment to well-designed, practical, and innovative creations that meet professional and industrial standards. The visual identity developed by Nour Shourbagy and his team has not only elevated the brand's image but also contributed to a better world by promoting organic and raw products.