About
eXtra, founded in 2003 by United Electronics Company (UEC), is a leading consumer electronics retailer in the GCC with over 42 stores across Saudi Arabia, Bahrain, and Oman. In 2011, it became the first Saudi retailer to launch an e-commerce platform.

Challenge
To strengthen its market share beyond the current 4—5%, eXtra needed a distinct brand strategy and identity for its own-brand electronics range that would resonate across the GCC.

Solution
Market insights revealed the relentless pace of tech innovation. The strategy embraced this momentum through a brand identity symbolising constant evolution. The first letters of the brand name ‘C, P’, an infinity symbol and elements of Islamic calligraphy were combined to create an icon rooted in local culture whilst being future-facing. The result was a flexible, modern identity that reflected ‘Infinite Innovation’ without losing regional relevance.