ORYX - A Beer Brand to Call Our Own

Designed by beer lovers in the UAE, for the people of the UAE, ORYX is on a mission to create a beer brand that the people can truly call their own. In a place defined by diversity, global influence, and world-class hospitality, millions are welcomed each year, yet until now, there has been no local brew to represent it.

For years, the UAE had everything, world-class dining, vibrant social scenes and a rich mix of cultures, yet no beer brand to truly call its own.

Despite a thriving hospitality industry, the market lacked a locally rooted, independent beer that resonated with the people who live, work and socialise here. The opportunity to create something authentic, relevant and proudly homegrown remained untapped.

ORYX approached us with an ambitious brief: to build a beer brand from the ground up that could stand confidently alongside global names, while feeling unmistakably of the UAE.

In a place defined by diversity and constant movement, there was a clear opportunity to create a brand that brought people together, one that reflected modern UAE culture while celebrating a shared sense of belonging.

To succeed, the brand needed more than just great product. It required a clear point of view. This meant crafting a compelling brand strategy rooted in local insight, balanced with international standards, alongside an identity that could communicate both authenticity and quality across every touchpoint, from bar to beach to retail shelf.

Inspired by the symbolism of the Arabian oryx, we developed a bold and distinctive visual language that captured confidence, resilience and a strong sense of place. This became the cornerstone of the brand, informing everything from packaging to digital.

The website was designed as a key brand platform, telling the ORYX story, showcasing the product range and creating a seamless, engaging user journey.

ORYX has launched as a confident, homegrown brand with a clear identity and strong market presence.

The strength of the brand positioning and design has played a key role in securing distribution across the UAE, with the product now available in bars and restaurants nationwide. Retail rollout is already underway, including listings in Spinneys Abu Dhabi and African + Eastern stores in Dubai.

More than just a product, ORYX now stands as a distinctive UAE brand — visually striking, commercially credible and built to connect with its audience at scale.

The project involved:

Brand strategy
Brand identity design
Brand guidelines
Brand collateral
Packaging design
Point of sale
Website design and development

Formulate – your branding

If you’re ready to take your business to the next level, give us a call. Whether you’re re-branding and have a good idea of where you want to go, or you’re still looking for that ‘Eureka!’ moment, we’re here to help.

Let’s Formulate your plan.

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