Rotana Unveils Refreshed Packaging Across Its Full Dairy Range
A New Look, the Same Standard
Rotana has refreshed its packaging across all butter, ghee and cheese products, the first full visual identity update since 2018. The new design retains the brand’s signature gold and deep teal palette but introduces a cleaner typographic hierarchy, larger appetite photography, and a dedicated “New Zealand Dairy” provenance callout on every pack.
What Changed and Why
Consumer research conducted in 2023 identified two gaps in the previous packaging: provenance was not clearly communicated at arm’s length, and the premium tier hierarchy (standard vs. Reserve) was difficult to read on shelf.
The new architecture resolves both:
- **Provenance**: The Fonterra NZMP source and “New Zealand Grass-Fed” statement are now front-of-pack at a legible size
- **Tier clarity**: Reserve products use a textured paper label and embossed crown motif that clearly distinguishes them from the standard range
- **Sustainability**: All packaging is now recyclable; the new ghee jar uses 15% less glass than the previous format
Timeline
New packaging is live in all Egyptian retail from October 2024. Export markets (UAE, Saudi Arabia) transition to new packaging from January 2025.
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