Launches a renewed brand identity for its flagship brand FINE, the leading tissue brand in the MENA region

FINE Hygienic Paper Company, part of Nuqul Group, has recently launched its renewed brand identity in Jordan and the Gulf Cooperation Council (GCC) region. The launch covered the markets of the United Arab Emirates, Kingdom of Saudi Arabia, the Hashemite Kingdom of Jordan and it will be rolled out soon in the markets of Egypt, Lebanon, and Iraq, introducing the new identity and brand promise of a “Carefree World of Fine”. The new look and promise reflects FINE’s vision and commitment to consumers and to innovation in the field of hygiene, building on a history of creative ideas, products and services tailored to delight customers in local and regional markets.

On this occasion, Mr. Salim Karadsheh, the CEO of Fine Hygienic Holding, said: “Along with the new logo, we are launching a wide range of products that would fit the needs of our consumers; however, health and hygiene will remain at the cornerstone of Fine’s strategy offering sterilized tissue solutions through the unique Steripro technology, and continuing the virgin pulp approach to tissue making to ensure only the purest raw material are used of course always from renewable forestry with total commitment to the environment.”

“Our production facilities are amongst the best in the world and are automated to ensure that Fine paper is untouched by human hands to stay uncontaminated. Our approach to tissue is what made us a top 10 Arab brand according to Forbes. The new identity comes to reinforce what made us succeed in the past with a promise to try harder in the present and future,” added Mr. Karadsheh.

Mr. Mazen Katten, the Chief Marketing Officer at the Group, stated: “The new look of Fine is part of a long term strategy that aims at meeting with the continuously changing demands of the consumers. The change comes with an improvement in the quality of the tissue paper, the practicality of using the products and the ease in identifying the function of each individual product item.”

From his end, Mr. Sami Awad, Group Tissue Marketing Director, commented: “It was not only a logo change, we have also enhanced the softness of our facial tissue paper and made a unique tissue box opening that eases the pulling of the first sheet of paper; each box comes with a clear identification of what benefit each particular item brings to the consumer.”

Fine Hygienic Paper Company is Nuqul Group’s first industrial operation which was founded in 1958. It specializes in the production and conversion of hygienic tissue paper products such as Fine facial tissues, baby diapers and feminine sanitary napkins. FINE’s pulp raw material complies with the highest standards for forestry products and is the market leader in sterilized tissues through its unique sterilization technology known as "Steripro”.