In a rapidly expanding market, Food Service is currently the fastest-growing channel for BRF, representing a key strategic pillar for its development. To support this momentum, CBA seized the opportunity to evolve the visual identity of Sadia Food Services in the MENA region. The objective was to align its image with its growing importance, the investments made, and the premium quality of its products, ensuring that its identity is as visually appealing as it is delicious.
The core focus of this project was to reposition Sadia Food Services as a brand that embodies superior quality and professionalism while preserving key identity elements. Maintaining consistency with existing elements, such as bilingual English/Arabic communication and the Halal certification, was essential. Readability was optimized to meet the specific needs of the MENA market while reinforcing a strong brand image that conveys modernity and excellence.
In a rapidly expanding market, Food Service is currently the fastest-growing channel for BRF, representing a key strategic pillar for its development. To support this momentum, CBA seized the opportunity to evolve the visual identity of Sadia Food Services in the MENA region. The objective was to align its image with its growing importance, the investments made, and the premium quality of its products, ensuring that its identity is as visually appealing as it is delicious.
The core focus of this project was to reposition Sadia Food Services as a brand that embodies superior quality and professionalism while preserving key identity elements. Maintaining consistency with existing elements, such as bilingual English/Arabic communication and the Halal certification, was essential. Readability was optimized to meet the specific needs of the MENA market while reinforcing a strong brand image that conveys modernity and excellence.
The logo was at the heart of this redesign. CBA Turkey reimagined its design by adopting a sleek two-tone version on a black background, enhancing its premium appearance. The typography was widened and made more distinctive to strengthen its presence and readability.
The logo was at the heart of this redesign. CBA Turkey reimagined its design by adopting a sleek two-tone version on a black background, enhancing its premium appearance. The typography was widened and made more distinctive to strengthen its presence and readability.
To create a more intuitive organization and maximize visual impact, the packaging was restructured based on protein type. Each category is distinguished by a specific color code, with seven different shades used to identify product variants. The layout was structured to differentiate sizes, visuals, and typography, incorporating four distinct fonts. The iconography was simplified to make product benefits easier to understand and to ensure clear and accessible communication.
To create a more intuitive organization and maximize visual impact, the packaging was restructured based on protein type. Each category is distinguished by a specific color code, with seven different shades used to identify product variants. The layout was structured to differentiate sizes, visuals, and typography, incorporating four distinct fonts. The iconography was simplified to make product benefits easier to understand and to ensure clear and accessible communication.
With this redesign, Sadia Food Services strengthens its premium positioning and enhances its visibility in the MENA market while ensuring a visual identity that perfectly reflects the exceptional quality of its products.
With this redesign, Sadia Food Services strengthens its premium positioning and enhances its visibility in the MENA market while ensuring a visual identity that perfectly reflects the exceptional quality of its products.
