Past and present: Masafi unveils Ramadan packaging to celebrate the story of UAE
Masafi, the UAE's pioneering bottled water brand, is marking the holy month of Ramadan with a special-edition packaging, created in collaboration with Emirati artist Mariam Abbas. The design, featured on Masafi's water and tissue products, pays homage to the nation's cultural heritage, woven with the values of resilience, unity, and tradition.
The design, inspired by iconic Emirati symbols, includes the Sheikh Zayed Mosque, the Together sculpture in Downtown Dubai, and traditional water pitchers once used to cool and store water.
Masafi is one of the UAE's most iconic homegrown brands. Masafi has led the UAE's bottled water industry since 1977, with their unique proposition of channeling mountain water into their ethos of quality, authenticity, and a deep-rooted connection to the country's heritage. The collaboration is a tribute to the values that have shaped both Masafi and the UAE's story over the years.
The artwork also weaves in the essence of the holy month through motifs like the Sidr plant, which is known for its resilience in the desert climate. It also ties in the customs of the season with an Iftar cannon inspired from Umm Al Quwain, along with other elements that celebrate the UAE's traditions.
'This Ramadan, we wanted to infuse our product offerings with the stories that made both us and this nation. We wanted to tell the story of our great culture. Mariam Abbas' art is a commentary on our traditions and a reflection of who we were, and who we will be in the future,' said Saood Al Ghurair, CEO and Vice Chairman of Masafi.
Masafi's Ramadan initiative reflects its ongoing evolution - honoring its heritage while staying attuned to the values of today's consumers. Earlier this year, the brand introduced a refreshed identity across its water and tissue products, embracing a more contemporary, youthful look, while remaining rooted in tradition.
The limited-edition Ramadan packaging builds on this evolution, seamlessly blending heritage with Masafi's renewed visual language. The artwork draws from the UAE's past, while Masafi's commitment to sustainability ensures its values continue to shape the future. Products featuring the limited-edition packaging are now available across the UAE for the festive season.
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