Sara Group is a distributor and retailer specialising in ceramic bathroom products and solutions, building materials and tableware. Established in 1967, Sara currently operates throughout the GCC, Levant, China and Africa, employing around 600 people. It has a number of showrooms around the region catering to both consumer and business audiences.

In 2016, Sara determined that its existing identity no longer supported its future business plan, nor was it aligned to its desired brand perceptions. In contrast to some of its dynamic, stylish peers, its identity wasn’t reflective of a company offering modern, high-end ceramics. 

The evolution of the new identity is inspired by one of the most recognised components of the old logo: ‘The Grid’ - Inspired by the grid, the new identity was crafted with a modern design approach that still reflects Sara Group's heritage. The new icon reflects the brand values such as: Connectivity, collaboration and pro-activity. The typography is modern, simple and bold, yet sophisticated.

Client: Sara Group
Role: Design Director
Discipline: Rebrand
Agency: Omnia
More info: saragroup.com

Sara Group is a distributor and retailer specialising in ceramic bathroom products and solutions, building materials and tableware. Established in 1967, Sara currently operates throughout the GCC, Levant, China and Africa, employing around 600 people. It has a number of showrooms around the region catering to both consumer and business audiences.

In 2016, Sara determined that its existing identity no longer supported its future business plan, nor was it aligned to its desired brand perceptions. In contrast to some of its dynamic, stylish peers, its identity wasn’t reflective of a company offering modern, high-end ceramics. 

The evolution of the new identity is inspired by one of the most recognised components of the old logo: ‘The Grid’ - Inspired by the grid, the new identity was crafted with a modern design approach that still reflects Sara Group's heritage. The new icon reflects the brand values such as: Connectivity, collaboration and pro-activity. The typography is modern, simple and bold, yet sophisticated.

Client: Sara Group
Role: Design Director
Discipline: Rebrand
Agency: Omnia
More info: saragroup.com