From Daily Bread to Daily Life: How Al Hatab Became a Saudi Love Brand

Al Hatab began as a trusted bakery in Al Qassim, known for its fresh bread, Arabic sweets, and a timeless logo that carried weight in people’s daily lives. It was comfort, familiarity, and tradition wrapped into one. But Saudi Arabia was evolving fast. With Vision 2030 reshaping lifestyles, women entering the workforce, and an influx of expatriates diversifying the culture, the rhythms of everyday life demanded more. People were no longer looking for just baked goods; they needed accessible, ready-made, and healthier options that could keep up with their schedules.

This shift presented a challenge and an opportunity. How could Al Hatab grow beyond its bakery roots without losing the emotional connection that generations of Saudis felt for the brand?

Turning Familiarity Into a Modern Food Destination

The strategic decision was bold: transform from Al Hatab Bakery into Al Hatab Foods, not just a rebrand, but a reinvention. The vision was to become a one-stop destination for modern life.

That meant offering much more than bread. Fresh juices, ready-to-eat meals, locally produced snacks, healthy alternatives, and even grocery essentials became part of the mix. Al Hatab’s promise shifted: no longer just a bakery you visit occasionally, but a food partner you rely on every single day.

But making that promise real meant rethinking everything from packaging to interiors to communication.

Designing for Growth Without Losing the Soul

The identity needed to strike a fine balance. It had to modernize and expand without alienating the customers who had grown up with the brand.

Visual Identity:
Simplified, contemporary, and confident, a look designed to travel across categories, from bottled juices to protein crackers. The new system is instantly recognizable yet versatile, capable of housing hundreds of SKUs without losing cohesion.

Packaging:
Every product was treated as a hero. Clean typography, fresh palettes, and unified systems turned packaging into a badge of quality. What once was “just bakery branding” became a full-scale FMCG identity.

Retail Spaces:
Interiors evolved into modern, lifestyle-driven environments. Earthy tones, natural finishes, and modern layouts made Al Hatab Foods feel more like a curated marketplace than a corner bakery.

Digital Communication:
Social media and campaigns embraced a lifestyle voice, highlighting freshness, convenience, and everyday family moments. Instead of simply announcing promotions, Al Hatab positioned itself as part of daily routines the juice with your morning commute, the lunchbox snack for your kids, the ready meal after a long day.

The Human Side of Change

The transformation wasn’t without challenges. Loyal customers were deeply attached to the old logo, which had a nostalgic charm. For many, it was hard to let go. And behind the scenes, the task was monumental: over 400 SKUs redesigned, tight timelines to roll out across multiple cities, and the need for consistency across every touchpoint.

But step by step, Al Hatab brought its audience along the journey. By keeping familiar design cues while layering in freshness and modernity, customers realized that the essence of the brand hadn’t disappeared it had expanded to fit their new lifestyles.

A New Chapter of Growth

The results spoke volumes. The first flagship store under the new identity opened in Riyadh and immediately became the brand’s top performer, recording 40% higher sales than older branches. Soon after, the momentum carried across the Kingdom.

Today, Al Hatab Foods is more than a bakery; it’s a Saudi love brand with over 75+ branches nationwide and growing. Every new product launch, whether a ready meal, beverage, or packaged snack, captures consumer attention almost instantly. Customers don’t just buy Al Hatab; they trust it to deliver quality, health, and convenience in one.

Why It Matters

Al Hatab’s journey reflects more than just a rebrand. It’s the story of how a heritage brand can grow with its people, anticipate cultural shifts, and meet new needs without losing its heart. It shows that when design, strategy, and communication align, a local bakery can transform into a modern food retail powerhouse all while staying authentically Saudi.