Baladna Food Industries, Qatar’s leading dairy brand, has partnered with Lonsdale to transform its identity and emotional connection with consumers, marking a new chapter in the brand’s evolution, from national symbol to a “Qatari love brand.” Lonsdale led a 360° transformation, from in-depth consumer research to strategic repositioning, full identity redesign, and launch activation.

From Food Security to Emotional Connection:

Founded to support Qatar’s food independence, Baladna has grown into a household name and a point of national pride. To continue its growth, the brand sought to move beyond its hero status and forge a deeper bond with its consumers, both local and expats.

Insights from Qatari and expatriate audiences revealed four pillars shaping the brand’s new strategic platform: freshness, Qatariness, care, and togetherness.

An Ownable, Modern, and Impactful Identity:

Building on these pillars, Lonsdale created a new brand identity system spanning over 200 SKUs. The refreshed packaging brings greater distinctiveness, modernity, and consistency across Baladna’s portfolio, translating its values into a design language of boldness, quality, and goodness.

“Our challenge was to evolve Baladna from a trusted national brand into one that resonates emotionally with every household in Qatar,” explains Laurence Bendjenad, Creative Director at Lonsdale. “We focused on creating a cohesive brand world where freshness and togetherness come to life through design, celebrating Baladna’s roots while opening new doors for its future.”

A Success Story for Qatar’s Leading Dairy Brand:

The results have been tangible, both in brand perception and market presence.

“Baladna’s recent strategic packaging revamp, undertaken with Lonsdale’s proven expertise in the GCC region, was a tremendous success! Rolling out more than 200 SKUs for our dairy products has greatly enhanced our brand’s image and equity,” says Paul Kenny, CEO of Baladna Food Industries.

“Thanks to a robust partnership with Lonsdale, grounded in deep consumer insights and a strong understanding of the dairy category, Baladna successfully revamped its packaging, brand book, and brand assets. This timely rollout of modern dairy packs significantly enhanced our brand’s image and standardized our assets, ultimately strengthening our category leadership and shelf presence,” adds Deepak Singh, Senior Marketing Manager at Baladna.