Shokri
Discover how we transformed a 40-year-old produce company and turned Shokri Hassan Trading Co. into a modern, regional brand ready for growth.
Shokri started in 1981, sourcing high quality produce from Tunisia, Morocco and other origins for the UAE market. Over four decades they became a trusted supplier to hotels, supermarkets and institutions across the region. The business had scale. The identity? Not so much.
The old brand name, Shokri Hassan Trading Co., was long, formal and hard to use across digital. The visual identity was complicated and did not reflect the company’s pace or reliability. The owners wanted a brand that respected their story but could live on websites, trucks, invoices, packaging and tenders.
Create a shorter, usable brand name
Simplify the visual identity
Create a scalable brand system
We focused on what actually kept Shokri alive for 40 years. Discipline, relationships and consistent quality. Not just “fresh.” We built the brand around that work ethic.
We created the tagline “Rooted in Excellence.” It speaks to origin, to farming, to doing things properly, and to their early days trading produce across borders. The tone of voice is straightforward, blue collar, service oriented. No empty freshness clichés.
We shortened the name to Shokri. Clean, memorable, stronger. It signals the transition from a family trading business to an institutional supplier.
We designed a logomark that works well on packaging, digital headers and fleet. Simple shape, strong presence.
We built modular key graphics to represent different buyer needs. That gave the brand range without losing consistency.
We selected a neon green and dark green palette to stand out from the usual leafy greens and browns in the category. The combination feels active and modern, which matches a company that sources daily and delivers to demanding clients.
We designed a web presence that tells the story in a few sections. Heritage, capability, sectors served, product range. Easy for procurement teams to understand who Shokri is.
The rebrand positioned Shokri as a multinational fresh produce supplier with a clearer, more ownable identity.
simplified name
from “Shokri Hassan Trading Co.” to “Shokri”.
Stronger brand
fit for five star hotels, restaurant chains, hypermarkets and army camps.
Scalable visual system
designed for trucks, packaging, digital and tender submissions.
“Working with them helped us modernize the brand without losing our history. The new brand reflects how we actually work and makes it easier to present ourselves to large clients across the region.”
