Barakat Optical

About the Client

Established in 1980, Barakat Optical has built more than four decades of trust in Saudi eyewear, combining optical expertise with access to international fashion and eyewear brands across a broad retail network.

The Challenge

The business had strong legacy and recognition, but younger competitors were changing expectations around eyewear, fashion and retail experience. Barakat needed more than a new logo: the brand, stores and digital experience had to feel relevant to a new generation without losing the equity built over decades.

Positioning: Accessible Premium

Minto repositioned Barakat around accessible premium: a brand that could feel refined, stylish and elevated without becoming intimidating or disconnected from customers seeking quality at an attainable price point.

Evolving the Identity

The rebrand preserved red as a recognizable piece of Barakat’s existing equity while introducing a cleaner and more contemporary identity. A simplified B + O emblem, modern typography and a more fashion-led visual language helped bridge optical credibility with premium retail cues.

Retail & E-commerce Experience

Minto developed the retail concept and brand experience direction for stores—including facade, signage, display and spatial brand principles—while the physical construction and rollout were handled outside Minto. The brand was also translated into e-commerce and website UI/UX.

The Outcome

After an extended approval journey, the new identity was launched and has become visible across Barakat’s physical and digital presence. The case demonstrates how a long-established Saudi brand can modernize without discarding the recognition that made it valuable.