🟧 Overview ATAY SEBAA is a household name in Morocco — a brand deeply associated with family gatherings, hospitality, and the timeless ritual of sharing Moroccan tea. Despite its heritage, the brand’s visual identity had not evolved for years, making it visually outdated and less competitive in shelves and digital channels. ENDURIS was approached to modernize the identity while protecting the emotional value that made ATAY SEBAA a national favorite. Our mission: Refresh the brand without losing its soul. Modernize the packaging without losing authenticity. Evolve the story without forgetting the heritage. 🟧 Client Challenges Through research, audits, and retail analysis, we identified 5 main challenges: 1. Outdated visual identity The logo no longer reflected quality, trust, or modern FMCG standards. 2. Weak shelf impact Color tones, shapes, and label hierarchy were not strong enough to stand out. 3. No digital adaptability The previous identity did not scale well on: social media posts story formats product photography advertising campaigns 4. No clear storytelling The brand lacked a strong emotional narrative in a category dominated by memory and tradition. 5. Packaging not aligned with current market expectations Modern consumers look for: clarity elegance freshness visual trust ATAY SEBAA needed a new identity that works in 2025 and beyond. 🟧 ENDURIS Approach We deployed a full 360° rebranding process structured into 4 phases. 🟩 01 — Brand Immersion & Cultural Research Understanding tea in Morocco means understanding: culture family rituals hosting traditions symbolism intergenerational meaning Our team conducted: qualitative interviews competitor mapping packaging analysis visual trend review cultural decoding We identified a key insight: 👉 Moroccan tea is not a product. It’s a moment. This guided our creative direction: preserve the emotion, elevate the design. 🟩 02 — Logo Modernization The objective was NOT to change the brand — It was to refine, elevate, and future-proof it. Our work included: Cleaning the logotype Improving proportions for printing Enhancing readability Smooth line geometry Modern Arabic typography balancing tradition & elegance A scalable version for digital The new logo keeps the spirit of ATAY SEBAA, but adds precision, balance, and modern appeal. 🟩 03 — Packaging Redesign The packaging redesign was the heart of the project. We followed 5 strategic principles: 1. Premium but authentic A luxurious feel without losing the Moroccan essence. 2. Stronger shelf readability Focused hierarchy on name, product type, and color cues. 3. Emotional visuals We created imagery representing: Moroccan family moments warm gatherings elegant tea tray setups 4. Modern color & texture direction A palette reflecting: purity freshness quality warmth 5. Digital-first packaging All designs optimized for: Instagram TikTok Online stores UGC content Sponsored ads The final result: A premium packaging that honors tradition while attracting modern consumers. 🟩 04 — Storytelling & Real-Life Brand Experience To make the brand feel human and alive, we produced storytelling visuals. Visual direction included: A family gathered around a Moroccan siniya The new packaging displayed naturally on the table Warm tones and intimate aesthetic Showcasing happiness, bonding, and sharing moments This reinforced the emotional value of the brand, making ATAY SEBAA more relatable and memorable. 🟩 05 — UGC Video Concept Modern brands must connect emotionally with real people. We produced a UGC-style short scene: A young woman preparing tea Natural light Soft casual tone Product placed authentically Emotional captions This created: relatability virality potential TikTok-friendly content a lifestyle connection 🟧 Outcome & Impact 01 — A refreshed identity customers trust The new logo and packaging project stability, quality, and modernity. 02 — Stronger shelf presence The rebranding creates immediate recognition in stores. 03 — Social media-ready design The identity now fits perfectly with contemporary digital content. 04 — Emotional reconnection Visual storytelling reconnected ATAY SEBAA with its cultural roots. 05 — A future-proof brand Ready for expansion, marketing campaigns, and new product lines. 🟧 Before & After (If you want, I can prepare this section visually for your site) Old vs new logo Old vs new packaging Moodboard The family scene UGC clip preview 🟧 Conclusion ATAY SEBAA’s rebranding is a perfect example of how a brand rooted in tradition can evolve with modern standards — without losing its identity. At ENDURIS, we believe great brands don’t just change how they look. They evolve how they feel, how they speak, and how they connect with people. Now, ATAY SEBAA enters a new chapter with: a renewed identity emotional storytelling modern packaging digital adaptability a strong competitive presence All while protecting what made it iconic. 🧭 ENDURIS — Your Compass to Success We don’t create designs. We create brands that live, breathe, and grow. To see the complete visual transformation of ATAY SEBAA — including the new logo, packaging, behind-the-scenes design process, and storytelling scenes — 👉 Visit our Instagram: instagram.com/ENDURISagency You’ll find: Full visual identity reveal Packaging mockups Rebranding carousel UGC content Before/after comparisons Brand storytelling moments Follow us for more branding, design, and business transformation work.