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. Our strategy embraced this momentum through a brand identity symbolising constant evolution. We combined the first letters of the brand name ‘C,P’, the infinity symbol and elements of Islamic calligraphy, creating an icon rooted in local culture yet future-facing. The result was a flexible, modern identity that reflected ‘Infinite Innovation’ without losing regional relevance.