A Legacy Renewed Through Strategic Rebranding with MAIR Group
In 2023, Abu Dhabi Cooperative Society (ADCOOP), a pioneering name in the UAE’s retail landscape since 1981, embarked on a transformative rebranding journey. With over four decades of heritage and its recent integration into the MAIR Group portfolio, this initiative aimed to align ADCOOP with a modern identity while staying true to its roots. The process not only honoured ADCOOP’s legacy but also reflected MAIR Group’s strategic vision to drive purposeful growth across its subsidiaries.
The reveal logo was produced to show the four companies coming together to form the new brand identity
A Strategic Beginning
The rebranding process was a collaboration between MAIR Group and branding experts to ensure that ADCOOP’s history, community role, and ambitions were fully understood. As part of MAIR Group’s strategic investment portfolio, ADCOOP’s transformation was guided by MAIR’s principles of enriching lives and building futures. Discovery sessions with stakeholders, coupled with extensive market research, provided insights into the evolving needs of ADCOOP’s customer base and the competitive dynamics of the retail market.
A Modern Identity Rooted in Heritage
The new ADCOOP brand identity reflects the synergy between tradition and innovation. The logo, inspired by Emirati doors and gates, symbolises trust, community, and a gateway to quality and value. This design choice celebrates ADCOOP’s heritage while embodying MAIR Group’s forward-thinking ethos. A contemporary colour palette and bold typography were selected to ensure the brand remains visually striking in today’s dynamic retail environment.
Comprehensive Brand Development
MAIR Group’s commitment to excellence was evident in every stage of the rebranding process. Beyond the logo, a cohesive visual identity system was created, encompassing marketing templates, in-store signage, and digital assets. This holistic approach ensures ADCOOP maintains a consistent presence across all customer touchpoints, reinforcing its reputation for quality and reliability.
The Launch: A Milestone Event
The new ADCOOP brand was unveiled at a high-profile event in Abu Dhabi, hosted by MAIR Group. The launch showcased the revitalised identity to an audience of industry leaders and community members, marking a pivotal moment in ADCOOP’s journey. This event not only celebrated ADCOOP’s transformation but also highlighted MAIR Group’s role in elevating its subsidiaries to new heights.
A Partnership for the Future
As part of MAIR Group’s extensive portfolio, ADCOOP benefits from the group’s strategic expertise and resources. MAIR’s vertically integrated approach, encompassing food retail, commercial real estate, and food security initiatives, provides ADCOOP with a robust foundation for growth. Together, they serve over 65,000 customers daily, creating meaningful impact across the UAE.
Looking Ahead
The rebranding of ADCOOP signifies more than a visual transformation—it represents a renewed commitment to the communities it serves. Under MAIR Group’s leadership, ADCOOP is poised to expand its reach, uphold its legacy, and embrace future opportunities with a brand identity that mirrors its values. This collaboration exemplifies how strategic rebranding, grounded in heritage and innovation, can position a brand for sustainable growth in a rapidly evolving market.
