Summary

Introduction: 
Since its foundation in 1942 by the visionary artist Fathy Mahmoud, the Egyptian German Porcelain Company has grown from a modest earthenware factory in Cairo into one of the most distinguished porcelain manufacturers globally. With a daily output of 300,000 pieces and one of the largest porcelain plants in a single location worldwide, the brand stands as a testament to enduring craftsmanship, cutting-edge technology, and refined Egyptian heritage. But beyond the scale of production and technical innovation lies a deeper philosophy “art for millions.” It is this philosophy that shaped the brand into a lifestyle symbol, rooted in elegance, tradition, and artistic expression.

The Challenge
Despite its global stature and historical prestige, Fathy Mahmoud faced a generational gap in brand recognition. While it remained an icon among older demographics, the brand struggled to resonate with younger audiences who engage primarily through digital platforms. In an era where perception is often shaped by social presence, the need for a refreshed and strategic digital identity became essential.

Our Approach At Akhtaboot We saw an opportunity to bridge legacy with modernity. We developed a refined and cohesive annual digital strategy centered around storytelling, aesthetic elevation, and contemporary relevance. The journey began with a bespoke, high-end photoshoot that captured the timeless elegance of Fathy Mahmoud’s creations through a modern lens. Every frame was meticulously directed to highlight both the artistic heritage and the modern sophistication of the brand. The new visual direction is now proudly featured on their recently launched website, a digital space that reflects their legacy while speaking the visual language of today’s generation. By aligning their brand identity with the expectations of the younger market, we’ve helped Fathy Mahmoud reclaim its rightful space, not only in Egyptian homes but also in the hearts and screens of the next generation.