Within its social responsibility, Alamah selects projects from different sectors to work on. In this project, Alamah worked with Nidaa charity team in Boushar on developing a future company named Yam. The company’s idea was to help the families of fishermen in producing fish products. Thus, benefits from fishing will be maximized for both the fishermen and their families. The brand identity was based on the idea that fish products are household products, so we have presented the fishes based on how they were displayed in our markets in the past, in tuna cans and etc.