Rebranding Al Mawashi
Before Raw Design, Al Mawashi had no set guidelines to their brand.
Almawashi Kuwait Livestock Trading and Transportation is one of the largest and oldest livestock trading company in the region. Almawashi was ready to expand its reach beyond the Arab region and requested a rebrand on that basis.
The challenge was to unify the visual language according to a focused strategy we developed with Almawashi team to create a strong position in the market. This required a visual facelift to re-assert the name of Almawashi and full rebrand to address all consumer touchpoints.
We began with gaining a thorough understanding of the company, its functions, services and products. This entailed visits to offices, factories, and supermarkets to better understand the general landscape of the brand.
Team Interviews and Workshop
To understand a company’s culture we explore it through the perceptions of the employees. RDS interviewed several team members and Almawashi staff with questions regarding the day-to-day functions, values and the vision of the company to assess the extent of team alignment.
The next stage was conducting the Brand Identification Workshop with Almawshi decision makers to collectively extract, understand and unify the direction of the brand.
RDS crafted a focused strategy that positioned Almawashi’s unique purpose of delivering Trustworthy Halal Goodness. A company that is to be trusted for its experience and history, Almawashi focuses on halal products as the main form of outreach to appeal to Muslim consumers.
The name “Almawashi” was highlighted as a stand-alone brand name, supported by the established KLTT mark, developed from the previous existing brand. The typeface was inspired from traditional signage calligraphy, adapted to a more contemporary approach.
RDS developed a product matrix, categorizing each product section, organized in terms of design, size, product material and produce type. Color codes & patterns developed for each category were carefully selected so as to work harmoniously together, representing a solid framework for applying arabesque patterns and colors that worked within the established meat market category colors.
Almawashi has launched its fresh, distinctive yet minimalist look, highlighting the brand name and unifying the visual language with clear differentiation within the existing brand landscape. The brand launched in different outlets throughout the country.