Country Base: Lebanon
Industry/Sector/Keywords: Agriculture, Gardening, Farming Techniques and Products
Below: Before and After Images in Slide Show, Summary, Credits


Industry Setting

Debbane Agri is the agriculture division of Debbane Saikali Group. Since its inception in 1952, Debbane Agri is regarded as one of the leading agricultural groups in Lebanon and the Middle East, present in 7 countries, and with trade activity in Asia and Africa. With more than 150 agronomists across the MENA (Middle East North Africa) region, Debbane Agri is renowned for its contribution to the agricultural sector, continuously pioneering new techniques and specialty products.

In all their markets, the close relationships Debbane Agri builds with growers allow them to craft solutions to their specific needs, and to provide the right products for each market. By concluding extensive local trials and large-scale demonstrations, Debbane Agri enriches the market with quality innovations from multinational companies, adapting them to local market conditions.


The challenge was to rebrand Debbane Agri, a leading company in the agriculture industry which is over 50 years old, while maintaining its recognition and brand heritage in the local Lebanese market as well as in the international markets in which it has offices. Part of the challenge was to uphold the brand’s values of being innovative, preservation of the environment, and customer centricity. The brand architecture of the group of companies had to be re-structured to create overall successful brand equity.


As a way to uplift the brand without removing any of the brand’s heritage recognition, research and interviews were conducted with stakeholders, in order to pinpoint the perception of the brand and the elements that affected their observations.


As a result, Debbane Agri was repositioned as a leading brand in the agriculture industry in Lebanon as the new branding was rolled out to all offices across the Middle East. One of many success markers since the launch of the rebrand, is that the company has successfully structured a venture partnership in Ghana. This new expansion allows the Group to establish a stronger foothold in West Africa.


Client: Debbane Agri –

Brand Strategists/Designers: TAGbrands –

CEO: Maya Karanouh
Design Director: Joumana Sader
Designer: Hassan Bdeir