ClassPro

ClassPro was eXtra's private electronics label. It had the product quality to compete with global brands on the same shelf. It didn't have the visual language to prove it.

The brief: reposition ClassPro so that a customer reaching for it isn't settling — they're choosing. That requires changing every visual signal the brand sends, from packaging to in-store environment to photography direction.

Premium is earned in the materials, the typography, the weight of the packaging in your hand, the way the product is met when you walk past it. We rebuilt every signal ClassPro was sending — and made each one earn its place.

The new identity drew from the visual language of premium European consumer electronics: restrained, precise, confident. Not mimicry — translation into something that could own its position on a Saudi shelf.

A new wordmark and visual identity system. A packaging system redesigned from scratch — materials, finish, information hierarchy, unboxing experience. In-store environment redesign for the ClassPro zones within eXtra. Photography direction that positioned products the way premium brands photograph them: context, light, restraint.

ClassPro stopped being the "cheaper option" and became a considered one. The rebrand changed how staff presented it, how customers perceived it, and — most importantly — how it performed against the brands beside it.