ADCOOP
ADCOOP: A Legacy Reimagined – Our Journey to rebranding a UAE Icon
In 2024, we had the privilege of partnering with ADCOOP, a beloved supermarket chain that has been serving the UAE since 1981. The goal was to revitalise their brand identity—to honour their rich heritage while embracing a modern, future-focused vision. This wasn’t just a rebranding project; it was about telling a story of community, tradition, and progress through design and strategy.
The reveal logo was produced to show the four companies coming together to form the new brand identity
Listening to the Legacy
Our journey began with deep conversations. We sat down with ADCOOP’s leadership and key stakeholders to understand their aspirations, their challenges, and what made ADCOOP such a trusted name for over four decades. It was clear that this was more than just a supermarket. ADCOOP was a cornerstone of the community, a place where value, quality, and inclusivity came together to serve Emirati families and the expat population alike. The challenge was to evolve the brand without losing sight of what made it special.
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.
Finding the Inspiration
As we explored creative concepts, we kept coming back to the cultural fabric of the UAE. Inspiration struck in the form of Emirati doors and gates. These doors, with their intricate designs and rich symbolism, are more than just architectural elements. They are gateways to the heart and soul of Emirati homes—representing hospitality, community, and tradition.
We knew this was the story we wanted to tell. The new ADCOOP logo, which we called “Route Alpha,” was born from this idea. The design captures the essence of these traditional doors, while the upward arrow symbolizes growth, innovation, and the brand’s commitment to food security. It’s a logo that bridges the past and the future—a modern, clean design that still carries the warmth of tradition.
The Big Reveal
The new ADCOOP brand was unveiled during Abu Dhabi Global Food Week in November 2024. It was a moment of pride and transformation. The rebrand united seven retail brands under a single identity, strengthening ADCOOP’s bond with the community and reinforcing its commitment to the UAE’s food security goals. The launch wasn’t just about a new look—it was a reaffirmation of everything ADCOOP stands for: quality, value, innovation, and community.
The response was overwhelmingly positive. Customers saw their trusted supermarket embracing change while staying true to its roots. The new identity resonated deeply, reflecting a brand ready to serve the community for generations to come.
Why This Matters
This rebranding is more than a visual change; it’s a statement of intent. ADCOOP is now a brand that honours its legacy while looking ahead with confidence. It’s a place where tradition meets modernity, where community and innovation coexist, and where every customer feels a sense of belonging.
For us at Brand Husl, working on ADCOOP’s transformation was a journey of discovery, creativity, and purpose. It’s a reminder that the best brands are those that tell stories—stories of who they are, where they’ve been, and where they’re going.
If you’re ready to tell your brand’s story, we’d love to help you make it unforgettable.
