A New Wave of Branding is Taking Over Saudi Arabia and Katching Audiences’ Attention

16th February, 2026 | Marketing

by - Beth Laverty

The art of branding in the Kingdom is becoming less about being loud and more about being culturally relevant

 

You can usually tell within seconds when a brand truly belongs in Saudi Arabia. It feels familiar without trying too hard, confident without being flashy, and rooted in the culture without leaning on clichés. Others might look good on paper, but something feels off. That difference almost always comes down to great branding.

 

Of course, there’s far more to branding than meets the eye. On the surface are the tangible aspects like logos, colour palettes, and taglines. These are the details that make a brand instantly recognisable, like the glowing ‘M’ at a McDonald’s drive-through or the green and white cup that sets Starbucks apart. Then there are the intangible elements, such as the feeling people associate with it, the expectations they carry before they walk through the doors, click on a brand’s website, or recommend it to a friend.

 

As a PR and Branding agency based in Riyadh, Katch understands just how important relationships, reputation, and clarity are to consumers in the Kingdom. First and foremost, we work closely with your team to understand exactly what your brand stands for and the story behind it. From there, our graphic designers, copywriters, and PR specialists collaborate to shape a strategy that positions your brand in a way that genuinely resonates with the Saudi audience.

 

Below, we explore the Saudi market and provide some examples of thoughtful branding in action, giving you the tools to connect with and keep local audiences.

Why Branding Works Differently Here

In recent years, the Kingdom has made some serious noise on the world stage. Almost every other day, it is making headlines for ambitious giga projects and major international sporting events. All this attention, alongside the economic diversification driven by Vision 2030, has encouraged global brands to enter the local market, though not all of them manage to get it right.

 

It’s important to understand that while core branding elements like logos and typography usually remain consistent, messaging and seasonal campaigns often need to be adapted to suit local tastes. What resonates in North America, Africa, or Europe won’t necessarily land the same way here. The Saudi market is highly discerning and closely tuned into global trends; consumers know what they like and what they don’t, and can quickly recognise when something feels inauthentic.

 

Saudi audiences don’t rush into loyalty. Brands earn it slowly, through consistency, respect, and presence. People notice how long you’ve been around and how you show up during important moments. Both international and regional brands need to master a careful balance between innovation and cultural relevance. This means creating an identity that feels fresh and modern yet rooted in Saudi customs and traditions.

 

That said, once you win over Saudi consumers, they stand by you. As the examples later in this blog show, trust may take time to build, but loyalty here runs deep and is often passed down through generations.

Building Brands That Belong

Successful branding in Saudi Arabia starts with values. Brands that position themselves as part of the wider social fabric tend to make the most impact. That’s why storytelling works so well here. Saudi audiences are far more likely to connect with authenticity rather than big claims.

 

Ramadan is a perfect example. It’s not enough to post a “Ramadan Kareem” message on social media or roll out seasonal offers. Brands need to think more carefully about how their ethos aligns with the spirit of the Holy Month, and how their product or service can genuinely become part of these moments.

 

Fairmont Riyadh has done exactly that, becoming an integral part of the capital’s Ramadan rituals through its annual Al Thuraya Ramadan Tent. While the positioning of the Canadian hospitality brand is undeniably refined, its guest experiences never feel flashy for the sake of it. The Ramadan tent captures this balance perfectly, elevating the occasion through warm service, traditional flavours, and a setting that pairs the brand’s refined touch with the charm of a traditional Arabic market.

 

Even though the brand isn’t native to the Kingdom, the property feels like a natural gathering place for iftar and suhoor. The Ramadan campaign comes across as a seamless extension of Fairmont Riyadh’s core values, framed as a refined celebration of Ramadan nights rather than a seasonal add-on.

 

Across its social channels and website, the story stays consistent and respectful. Meanwhile, the experiences themselves feature subtle branding and signature touches, such as a chef’s table iftar with the hotel’s chef, Nicolas Isnard, which feels unmistakably true to the property.

Global Brands with a Local Feel

Now that we’ve talked about what resonates locally, let’s look at concrete examples of effective branding in Saudi Arabia. Among the hundreds of global brands that have flocked to the Kingdom, Toyota is a tried-and-tested name that locals genuinely swear by.

 

So how has it managed to stay relevant for decades? Toyota understands that in Saudi Arabia, trust isn’t built overnight. Its campaigns often weave together past and present, tapping into enduring values, national pride, and the Kingdom’s journey. Take the localised campaign Saudi Pulse, for example. Through a series of beautifully produced films, the brand celebrated Saudi history, culture, and traditions, while subtly integrating its vehicles into the story rather than making them the headline act.

 

The brand has also highlighted the evolution of its vehicles alongside different eras of Saudi National Day celebrations, aligning each model with moments that matter to the country. By revisiting its own legacy in the Kingdom, sharing stories of when it first arrived, and even reviving vintage logos and design elements, Toyota taps into a sense of nostalgia that really hits home with locals.

Another international brand that has successfully adapted its branding to Saudi tastes is global fast food giant McDonald’s. At first glance, the experience seems similar to other parts of the world, with its classic Happy Meals, familiar logos, and speedy service. Once you look a little closer, however, you’ll see just how much thought the franchise has put into making Saudi diners feel at home.

 

In line with its “One of You” platform, McDonald’s Saudi Arabia has reimagined restaurant design through a distinctly local lens. In Riyadh and Al-Qassim, branches draw inspiration from traditional Najdi architecture, while in Al-Ahsa, the look reflects the character of the oasis landscape. Inside, some locations include separate entrances or dining areas for single men and families, and across the board, the menu remains 100 percent halal, featuring locally sourced chicken and beef alongside proudly “Made in Saudi” products.

 

The brand’s campaigns show the same level of cultural awareness. In 2020, its National Day initiative ‘Unity Through Traditions’ introduced limited-time menu items inspired by Saudi flavours. More recently, the bold Menuless Makeover campaign removed menus across the Kingdom with the simple message “You know what you want,” a confident nod to just how well Saudi customers know their go-to order, and it paid off with a 37 percent increase in footfall.

Final Thoughts

What these examples show is simple. In Saudi Arabia, strong branding is built on cultural awareness, long-term trust, and the ability to move in step with the moments that matter. The brands that thrive here are the ones that understand heritage, adapt thoughtfully, and tell stories that feel grounded in real life, across Ramadan, National Day, and everyday routines. Get that balance right, and your brand earns its place in one of the world’s most discerning markets.

 

For more related updates and to Katch us covering similar topics, watch this space!

Katch our game-changing PR and Communications, Social Media, Branding and Design, Brand Consultancy, ESG, and Global Communications services to help your brand make noise. Get in touch with our 360-Marketing Consultancy in Dubai, Qatar, Saudi Arabia, and London, and let’s get the conversation started!