Firm unveils new corporate identity

07/04/2014 08:51 AST

Bahrain Flour Mills has launched a new corporate identity and product branding to support its growth plan in the kingdom and the region.

The company will now operate as "Al Matahin" as it takes a step forward to becoming a regionally-recognised brand.

The company unveiled its new corporate identity during its Annual General Meeting at Kempinski Grand and Ixir Hotel.

"There were a number of compelling reasons to rebrand Bahrain Flour Mills," said managing director Mohammed Nass.

"We felt the name "Bahrain Flour Mills" was tiresome, long and not aligned with our current ideology or vision for the future.

"Also, we want to make sure our company name is simple, generic, easy to remember and distinguished from the names of our regional market players.

"Now is an ideal time to move to a new branded name, to develop new products and services," said Mr Nass.

Bahrain Flour Mills were looking to reposition their public image with a fresh, dynamic and innovative look and feel. This was particularly pertinent in terms of revamping the existing product line.

Mr Nass said in keeping with the new cooking and health conscious trend that has sparked up in recent years, a new and younger demographic is now shopping for our products.

"We have to ensure that our packaging communicates to our target audience and shoppers that we have a high quality, locally produced offering on hand," he said.

The rebranding was done with the advice of OBAI & HILL, a leading local public relations and design firm.

Al Matahin is an Arabic name, which means "flour mills" - it was chosen for its simplicity and recognition in the local market, as it is the name that is colloquially used to refer to Bahrain Flour Mills.

"Previously we did not have a brand - we had a 'logo', which was a revamp of the old logo developed 30 years ago," Mr Nass said.

"I cannot unify my message to the public on a social level with just a logo. A rebrand will allow consumers to know where their bread comes from, and truly connect with our brand."

Gulf Daily News