Alyasra: Food for Thought Creating the Good Food Company

  • Context

  • Based in Kuwait, Alyasra is one of the region's largest distribution companies in foods and fashion, boasting a portfolio of more than 100 brands, including Danone, Al Sadia, and Kenzo. With aggressive strategies underpinning their regional expansion, Alyasra approached FITCH to review their brand proposition and communications.

  • Challenge

  • The over-reliance and dependence on their founders and executive teams' reputation meant that Alyasra was under-selling and not taking full advantage of their full complement of strengths in the market. That, coupled with an aging and basic corporate identity, positioned Alyasra as a very Kuwait-centric and local company, as opposed to the strong regional reach and substantial influence that the organisation actually commands. The core proficiencies of the company needed to be celebrated and communicated in a modern and enduring manner.

  • Solution

  • Substantial brand engagement programs, a new modernised identity system and language as well as communication strategy were developed together with Alyasra to position the organisation as one of the leading and most proficient foods and fashion distributors in the region. The outcome was to instill a stronger sense of corporate culture, as well as a clearer understanding of the core activities and opportunities within Alyasra, and to revitalise and modernise to a more brand-centric communication system.

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