Jenan produces basic food ingredients. The challenge is to make basic food ingredients (eggs, flour, pasta, noodles, oats) meaningful beyond helping women feed her family and instead, become building blocks for creative cooking. At the same time, we needed to take into account the diversity of the people and the food in the region.

To this end, we needed to revolutionize our brand identity and position: shifting from a brand for all women, to a brand that celebrates each and every woman and the way she expresses her creativity through cooking.

Until recently, an Arab woman’s motivation behind cooking was to satisfy her family by consistently preparing family favorites. Today, her motivation is more personal. The kitchen is her studio and the recipes, her artwork. She experiments with different cuisines and feels tremendous satisfaction in mastering new dishes.

The new logo is inspired by the way chefs seem to mark their signature dishes with a dash of sauce. Around each logo, hand-drawn recipes evoke the infinite possibilities of creative cooking. The hand-drawn recipes come from a mix of cultures in the region, encourage our modern Arab woman to reinvent her cooking.

The repackaging resonated with employees and loyal fans alike and inspired them to realize their own creative cooking potential.