Client: Altawheed Welnour | Service: Brand Identity Design | Location: ARE | Date: 2023
El Tawheed Wel Nour is a leading Egyptian value retail chain founded in 1975 in Cairo (Bab El‑Louq) by Sayed Ragab El‑Suwerky, expanding steadily through the 1990s and 2000s. The network historically reached about 100 branches by 2010, while press coverage in 2020 cited roughly 70 branches nationwide, reflecting changes in the footprint over time. Today, the brand combines physical stores with an e‑commerce platform that offers home delivery across all Egyptian governorates.
The brand direction is simply to establish a dominant retail presence in Egypt; it is essential to expand the customer base and exceed their expectations.
This can be achieved by leveraging the potential of introducing the brand in the digital medium, such as websites and social media platforms, to enhance customer engagement and satisfaction.
This can be achieved by leveraging the potential of introducing the brand in the digital medium, such as websites and social media platforms, to enhance customer engagement and satisfaction.
Rooted in brand heritage, the refreshed palette draws directly from Altawheed welnour’s iconic shopping bag, preserving the familiar color cues generations associate with everyday value and trust. These legacy hues are translated into calibrated specifications for digital and print, improving contrast, accessibility, and consistent reproduction without losing their recognizable character. The result is a palette that feels instantly familiar in-store while performing cleanly across packaging, signage, social, and the ecommerce experience. This heritage-first approach safeguards brand equity and strengthens immediate recognition across shelves and feeds as the brand evolves its presence.
We built a simple, flexible campaign slogan designed to connect with families during key shopping moments like Ramadan, Mother’s Day, and Back‑to‑School season. The campaign created a unified visual look that traveled well from in‑store displays to our website and social feeds, helping us show up as one consistent brand wherever customers saw us. This approach allowed us to stay relevant and recognizable through the year’s biggest retail moments.
Our biggest move and greatest challenge were launching our new website and app. To mark the occasion, we created a custom lettering piece to anchor the announcement campaign. It was designed to clearly signal the launch of a new, full-service branch that puts our entire store right at our customers’ fingertips.
