Agthia PJSC


Food & Beverage Middle East

Skills & services category

Brand Strategy, Brand Identity Design, Brand Naming, Brand Research, Brand Portfolio Development, Brand Architecture, Brand Trademarking

Corporate Brand Identity Design and Value Proposition for Agthia

Corporate Brand Identity Design and Value Proposition Strategy for UAE’s Leader in Food & Beverage



Agthia is the leading Abu Dhabi based food and beverage company. Established in the UAE in 2004 and listed on the Abu Dhabi Securities Exchange (ADX), the Agthia Group consists of a world-class portfolio of integrated businesses and brands. Agthia provide high quality, trusted, and essential food and beverage products for customers and consumers across the UAE, GCC, Turkey and the wider Middle East.

The Company’s assets are located in the UAE, Saudi Arabia, Oman, Egypt and Turkey. More than 4,500 employees are engaged in manufacturing, distribution and marketing various food and beverage products : Water and Beverages (Al Ain Water, Al Ain Zero Water, Al Bayan Water, Alpin Natural Spring Water, Ice Crystal Water, Delta Water, Bambini Kids Water, Al Ain Fresh Juice, Capri-Sun Fruit Juice); Food (Grand Mills Flour, Yoplait Yogurt, Al Ain Tomato Paste, Al Ain Frozen Vegetables, Monty’s Bakehouse Frozen Bakery products, The Grand Baker Ambient Bakery products, Pure Natural Convenience Food items, Date Crown Dates); Animal Feed (Agrivita, Al Wasmi, Anderson Hay).


To develop a clear, relevant, differentiated positioning for Agthia and bring this to life with an engaging brand visual and verbal identity.





Our work was rooted in a strategic foundation based on a compelling proposition “for wholehearted living” which was brought to life across a range of touch points including brand environments, communications, products & services and tone-of-voice.    We developed a corporate value proposition and corporate values plus corporate positioning statements including mission and vision.  All the these elements were detailed in a thorough set of English and Arabic Language Brand Guidelines. These have been enhanced over the past few years to keep pace with contemporary market and social drivers.



About Aeron

We are Aeron, a London brand consulting and design firm that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand consultants are experts in helping organisations define their brand purpose; a clear, relevant, own-able and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London brand consultancy combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

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