Strengthening a trusted legacy
through a new identity
Al Nur, a new yet trusted name in hygiene care is known for delivering high-quality products built around comfort, reliability and innovation. With a wide portfolio serving families and individuals across different needs, the brand has established itself as a symbol of trust and everyday confidence.
Long Dry was introduced as a sub-brand to extend the same commitment by offering a complete range of high-quality diapers designed for lasting comfort and protection.
Combining advanced absorbent technology with soft, breathable materials, the brand focused on creating products that delivered dryness, reassurance and peace of mind.
The objective was to build a visual identity for Long Dry that could stand independently while maintaining a clear connection to Al Nur’s values of dependability and care. The system also needed to support multiple product categories while preserving consistency across the wider brand.
Creating clarity across
every category
CHALLENGE
Balancing individuality with the strength of an existing parent brand
As a sub-brand under Al Nur, Long Dry needed to feel familiar enough to benefit from the trust already established by the parent company, while also developing a clear identity of its own. The challenge was to avoid visual overlap while ensuring the new brand felt cohesive within the wider portfolio.
It was equally important to create a system that could support both baby and adult product lines without appearing disconnected or fragmented.
SOLUTION
Developing a flexible identity rooted in comfort, care & continuity
The creative direction focused on expressing freshness, softness and reassurance, qualities that naturally aligned with both the product experience and the emotional connection families seek in hygiene care.
The Long Dry logo was kept consistent across all product categories to preserve continuity and strengthen brand recognition over time. To create distinction within the wider product range, the surrounding visual language was adapted according to audience and category.
For the baby diaper line, soft pastel tones, gentle illustrations and graphic elements were introduced to create a nurturing, airy and approachable feel. In contrast, the adult diaper range adopted a more refined and premium visual tone, using clean compositions and a more mature aesthetic to reflect confidence and reliability.
This approach allowed the brand to remain unified while also giving each product line its own clear personality and relevance.
OUTCOME
A stronger sub-brand with the flexibility to grow across markets
The resulting identity system gave Long Dry a unique and recognisable presence that strengthened its position within the hygiene sector.
It successfully created distinction from the parent brand while also reinforcing the trust and quality associated with Al Nur.
The adaptable framework ensured the brand could grow across multiple product lines without compromising consistency, helping Long Dry establish itself in the market as a dependable and memorable name in everyday care.
Designed for comfort & long-term care
The outcome extended far beyond aesthetics. The new identity provided Long Dry with a scalable brand foundation built for expansion, consistency and stronger customer recall.
By combining emotional warmth with structured visual clarity, the brand was able to communicate comfort and reliability at first glance. The result was a thoughtful evolution of the Al Nur portfolio, delivering a sub-brand that felt modern, versatile and built to last.