a ‘Carefree World’
Dubai, UAE – 27th April, 2011 – Fine Tissues, the premier household name in
hygienic paper products, today unveiled its new brand identity. While the familiar
pastel box that has been a part of almost every Arab household for the last 50
years in the Middle East, has evolved into a more modern contemporary design,
the new brand promise is an effort to actively involve the community in the
company’s efforts toward creating a carefree world.
This evolution was a natural progression for the company that has always
delivered on trust and care. The new identity is a bold and confident statement
that features the brand’s promise - “Carefree World of Fine”. The slogan is an
accurate reflection of the brand’s multiple offerings, regional presence and its
responsibility to provide a worry free product for its consumers. It also promises
to bring focus to the company’s extended capabilities, highlighting its renewed
commitment while maintaining its heritage and experience.
The launch coincided with the brand’s celebrating its 21st year in the UAE, the
revamp of its iconic logo and packaging showcases the long term commitment of
the brand to this region and its bold promise of social engagement.
“The new look is just the tip of the iceberg - the bigger promise is a renewed
commitment to further making a carefree world, whether this manifests in the
things that we produce, the technologies we use, our approach to business,
our involvement with the community or our efforts towards a sustainable
environment. With Fine’s continued growth, rebranding with a new voice and
identity is a logical progression for the brand. While the Fine brand is historic, it
is a forward-thinking one and well equipped to serve the needs of the community
and the marketplace. This new vision is a significant change for the brand that
has served generation after generation, and it is important for our consumers to
understand our continued commitment and dedication to serve them” said Peter
Janho, Chief Area Officer, Nuqul Group.
“The logo and brand promise is the most significant aspect of our new image.
It envelops our philosophy of continued customer care as we are committed to
understand their experience with, and how they perceive our brand” said Mazen
Kattan, Chief Marketing Officer, Nuqul Group.
“A host of specialists have worked tirelessly on the brand and the result is a much
more modern and contemporary take on the signature floral theme of the Fine
brand,’ added Sami Awad Marketing Director, Nuqul Group.
The new brand identity replaces a historical brand that had been used since the
launch of the company over 50 years ago. Fine Tissues used specialist branding
and communications agencies to develop the new brand identity that is more
representative of the brand’s future. The new visual representation of the brand
will appear across all media used in the advertising campaign, on all printed
collateral and on a newly rebranded website.