Instead of a supermarket, we wanted to communicate a house of bold flavor, not only “unlocking fresh flavours” in the products but taking customers on a journey to discover new kinds of freshness every day. The logo is the starting point.

The logo references Aljazera’s old mark and heritage while neutralising it with a double meaning and focus on the future. Traditional and contemporary meet in a stylized shopping basket, created with the Arabic and English letter ‘J’, representing the Jazera family name.

The basket is sliced in half, like a fruit, “unlocking fresh flavours” and symbolising freshness. The identity also starts to associate “freshness” with a circular design style that is present in the new logo and throughout the store.

The unlocked logo reveals that there is more to offer than ingredients inside/instore and encourages the customer to further exploration, the ingredients are just the beginning. The bespoke logo typography unifies the illustrative style, it disrupts the category with a simplistic and modern approach.

The logo is rolling out across all online and offline touchpoints.

After the launch of the rebrand in January 2017, trading increased by more than 40% of the original projection. Since then, Aljazera has consistently taken market share from new competitor formats opening in the region. Customer feedback has been positive and sales continue to grow.

The new identity has rolled out across in-store signage, online communications, packaging, and delivery trucks.