designed by Dawaer, 2024. A 3D brand film for Al Watania Poultry, in which the brand's identity is built as a solid object standing in a scene rather than shown as a flat logo.
The brief was a promotional film for a food brand every Saudi shopper knows. One decision governed almost everything that followed: build the identity itself in three dimensions — the wordmark extruded to a real thickness, the green sweep a panel with an edge that catches the light, the leaf a solid body rather than printed artwork.
That alone changes what the scene is. A flat logo is laid over an image; a built one stands inside it, so shadow falls across it, grass wraps around its base, and the birds pass in front of it. The brand becomes part of the filmed world instead of a layer suspended above it.
The orange and green are not left as a faded backdrop either — they are the material of the set: the brand wall, the ground, the planting. Any frame, lifted out of sequence, still reads as this brand and no other.
The project was delivered as two sequences, with unhurried camera moves and a rhythm suited to a phone — where most food advertising is now watched, muted and in a few seconds.