27 October 2022, Dubai, UAE – Egypt-based Al-Ahram Beverages Company, part of HEINEKEN International, has named independent agency No One – part of And Us Group as winners of the pitch to redesign their iconic beverage bottles. 

This marks the popular Egyptian malt beverage’s biggest comprehensive redesign since 2011. 

Commenting on the packaging redesign, Youssef Abou Elkhair, Marketing Manager Malt Beverages at Al Ahram Beverages, said “For many Egyptians, Fayrouz is an iconic brand – it’s a drink they enjoyed as children and continue to enjoy as adults. He continued, “The packaging redesign posed a unique challenge – how do you evolve a brand’s look and feel without losing its iconic appeal? Since Fayrouz is such a beloved brand, it was crucial for us to choose an agency partner who not only offered world-class creativity but also understood the brand’s history and nostalgic appeal.”

Fadi Yaish, CEO and Creative Chairman of And Us Group, also stated, “At No One, we know and treasure the timeless and classic appeal of regional design aesthetics. It has been our absolute pleasure and privilege to work on the redesign of brand as revered as Fayrouz”. But he also noted that doing so comes with its own challenges. “When you truly love something, you don’t want it to ever change. Our goal was to keep the diehard Fayrouz fans happy while evolving the brand just enough to capture the hearts and minds of a whole new generation.” 

The new packaging design will be rolled out across their full range in June 2023.