Alasala College
Join the Leaders of Tomorrow: Al Asala College’s Dynamic Admission Campaign
About Al Rifai
Founded in 1948, Al Rifai is the premier source for coffee, nuts, and sweets in Saudi Arabia. Renowned for its blend of traditional Middle Eastern recipes and modern roasting techniques, Al Rifai sources the finest ingredients globally to ensure top quality in every product. With over seventy five years of expertise, Al Rifai has become a household name, celebrated for its high-quality products, reliable service, and innovative spirit, catering to the growing demand for healthy and nutritious snacks.
Overview
Our Campaign Lock-Up (عيش صيفك مع الرفاعي) aims to link Al-Rifai products with people’s summer vacations. Whether at the beach, exploring the mountains, or enjoying time with family in city parks, Al-Rifai products accompany you wherever you are. The message conveyed is that summer is complete with Al-Rifai, as all Al-Rifai products must be with them in every summer trip.
What We Did
- We developed a campaign slogan (عيش صيفك مع الرفاعي).
Our lock-up is designed to pulse summer vibes, featuring doodles inspired by the Red Sea waves and the rocky mountains of Al-Ula. - We tailored a campaign pattern, as patterns are the essence of every campaign. They help the brand stand out while remaining relatable to consumers at its core, and they are memorable enough to signal “this is Al-Rifai,” reflecting our tradition and culture. Patterns also ensure our key message is consistently communicated and reinforced throughout the campaign.
Following our in-depth research, we drew inspiration from our unique heritage shapes to create astonishing patterns: our distinctive glass windows, rocky mountains, embroidery, Cornish styling, palm trees, and flowers.
Campaign Pins
Pins are an essential part of advertising, especially for a product-based brand. But for Al-Rifai, pins are much more than that. Each pin symbolizes a part of our tradition and heritage, ensuring that the consumer isn’t just carrying a random piece of our brand from the campaign launch.
Pins are beneficial both for customers and for the brand. Customers collect them, and the brand gains organic advertising when pins are used on bags, shirts, and more.
Our plan for pins is to use them as giveaways with each product purchased. Once a customer has collected 10 different pins from our set of 14, they can exchange them for a free product of their choice.
