Atyab Food Industries, a homegrown Omani brand and one of the leading industrial bakeries in the Gulf region, has completed an extensive rebranding effort in response to accelerated company growth and a renewal of its corporate vision.

At the heart of this rebranding is an update to the corporate logo with ‘Atyab’ boldly on display – the updated brand identity under which the company aims to launch a host of new products to better serve and bring smiles to its customers across the region.

The company has recently launched its new brand identity in the Sultanate of Oman. Commenting on the introduction of the new branding, the CEO of Atyab, Ali Kashoob said: “Atyab is truly a ‘one-of-a-kind’ industrial bakery that has served as an essential part of Oman’s food industry for the past ten years, often clubbed as a trusted brand under ‘Dahabi’.

“As the market has continued to evolve, our authentic Omani taste and quality helped us connect with our customers and grow in popularity with each passing year. We now feel that Atyab is ready to serve the region’s changing needs, bringing smiles to the faces of our customers across Oman and the region with the best, most nutritious, and tasty food we can offer under our own brand.

“The launch of this new brand identity is, therefore, a major milestone for us as a company. For this reason, we wanted to design a logo that would exemplify our passion for food and the level of care we put into every product we produce. Extreme thought and care were subsequently put into every aspect of our new logo, and I feel that, together with our new product offerings, our new brand identity completely embodies each of these aspects of our business in both emotion and design.”

Atyab’s new brand identity and logo, which will eventually adorn the packaging of a range of new products as they are launched, features the name in clear, direct font signifying the company’s magnitude.

The ‘playful smiles’ above it have been intentionally and carefully designed to be perceived in multiple ways. They reflect the brand’s offering: good food that makes you happy.

The interlinked smiles also represent the consumer and the brand connected by the love of good food and togetherness. The logo can also be perceived as interlinked Omani dhows, signifying that food from Oman delights the world. Lastly, the symbols also represent a bright moon and a darker moon – markers of the region and signify the journey and rise of Atyab as a brand that truly understands quality food.

This journey, began in 2012 with Atyab Food Industries establishing itself in the Sultanate of Oman, at a time when the country was largely importing products and services from around the world for its people. Atyab as a brand saw this both as a challenge and an opportunity. With the help of sustained and sound investments, the brand built a state-of-the-art production facility and took great pride in manufacturing essential food products in-house. As a result, Atyab established itself as a truly homegrown Omani brand, one that provided an authentic and unmatched flavour.

From the very beginning, every aspect of the company’s operations and products have been devoted to maintaining the highest standards of quality possible.

The company even has an in-house research and development laboratory dedicated to this purpose. Its research is aimed at providing healthier products to the market as well as helping Atyab keep pace with global developments and industry standards. Coupled with the latest manufacturing techniques and technologies, and the finest ingredients on the market, Atyab has managed to earn itself the highest-level food safety and quality certifications.

These include HACCP, ISO 22000 and FSSC 22000. The company is also regularly audited by international institutional clients for food, safety, and hygiene, consistently achieving high scores across the board. As a result, Atyab is also recognised as a ‘trusted partner’ by several renowned brands and institutions from across the region.

With time, this dedication to quality coupled with the authentic taste of the company’s products, enabled it to grow as a trusted brand in the market; eventually expanding its business to the UAE, followed by Yemen, Qatar, KSA, Bahrain, Iraq, and Hong Kong. Today, the brand’s products are distributed to all segments in Oman as well as the UAE, reaching more than 6,000 outlets through its fleet of over 200 vehicles that deliver the products fresh every single day.

“One of the secrets to our continued success, quality, and unique taste is the specially formulated ‘Dahabi’ flour, which is mixed exclusively for Atyab. With this flour, we continue to deliver only the tastiest, most nutritious, and highest quality food that our customers in Oman and beyond have come to expect from us. Under the new brand, we shall continue to expand our product line, offering new and improved foods that keep our customers healthy and always puts a smile on their faces,” concluded Ali Kashoob.