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Brands with a Nostalgic Touch: Growing Egyptian Brands that Connect and Inspire

March 16, 2021

I recall the first time I ever saw an Egyptian advertisement. It was in the early 2000s at my grandmother’s house, a place that for so many years represented for me security, joy and abundance of love. Living outside of Egypt, the only advertisements I ever saw were for top global brands, but seeing an Egyptian advertisement for ‘Juhayna’ – a local household brand –  for the first time made me realize how detached I was from my own home country. Brands don’t just create businesses, entrepreneurs, or household names, but they also create the world a country or community lives in. Seeing that advertisement made me feel that I was truly living in Egypt’s world – a very unique, spirited and vibrant one. Going back to Egypt every summer meant that I would get a taste of that world through its local brands, whether it’s Juhayna, Chipsy, or Molto, which would later on define my childhood and experiences of being an Egyptian. I was always intrigued to know more about how such brands were brought to life. From the name, the design, the colors, and the whole identity of…


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