client

Shokri

services
Commitment to freshness, renewed

After more than 40 years, Shokri’s owners approached Human Saucer with one goal in mind: to create a new, refreshed identity capable of carrying them toward their future ambitions, yet iconic enough to represent their longstanding legacy.

It all started back in 1981, when their founder traveled to Tunisia and Morocco to source the best produce they could find. Since then, Shokri Hassan Trading Co. has grown into one of the leading names in the fresh produce trade industry in MENA. However, their brand identity at the time, with its overly complicated visual elements, struggled to resonate across different platforms.

Window decal with the text: “When words aren’t enough, speak through blooms. Freshly cut, arranged with heart.”
Logo for “hamsa Flowers & Objects” in white text on a muted green background, with a small yellow leaf detail on the letter “m.”
our approach

We began by examining what makes Shokri the thriving company it is today. While sourcing fresh produce from around the world may seem straightforward, doing it for over 40 years - while consistently earning the trust of countless brands - is a whole different story. What’s kept Shokri thriving is their relentless commitment to excellence. For them, it’s always been about who they are, more than what they do.

Our creative team developed Shokri's new tagline: Rooted in Excellence, a line that serves as their promise while also paying homage to their humble beginnings, with work ethic and a never-say-die attitude as their main capital. Steering clear of predictable jargon such as "organic" and "natural," the tone of voice reflects Shokri’s blue-collar spirit: hardworking, trustworthy, and above all, committed.

Two photos of floral-themed stationery: left, a green card reading “Speak Through Blooms” with the hamsa logo; right, an open envelope with floral cards inside on a bed of leaves.

In terms of identity, the first step was to simplify the name, officially rebranding as "Shokri" instead of Shokri Hassan Trading Co. It marked their evolution from a family-run business to a larger institution people trust. We then developed a logomark to embody this promise - a simple yet powerful shape that instantly communicates Shokri's mission. A fitting symbol for an iconic brand.

We created a set of modular key graphics to reflect Shokri's personalized approach to delivering the freshest produce, tailored to each customer's needs. The final touch was an energizing color scheme of neon green and dark green, departing from the usual leafy greens and earthy browns, resulting in an identity that embraces modern boldness while remaining rooted in simplicity.

Person holding blue-green flower packaging bag with subtle pattern and logo.
White floral logo symbol on blurred background of delicate poppy flowers with soft blue sky.
the result

Today, Shokri is a multinational fresh produce supplier with a growing list of clients across the region. They serve over brands and institutions, from five-star hotels and restaurant chains to hypermarkets, supermarkets, and even army camps.

Laptop on a round beige table showing a website menu with links: Home, Shop, Sustainability, Our story, Locations, Contact, Career.
Smartphone and tablet showing website login and account creation pages with fashion images.
Woman holding a vintage floral clutch purse with a gold clasp, wearing a floral print sleeve blouse.
Two tablets showing sustainable fashion site: checkout form on left, brand values and info on right, clean modern UI.
our approach

We began by examining what makes Shokri the thriving company it is today. While sourcing fresh produce from around the world may seem straightforward, doing it for over 40 years - while consistently earning the trust of countless brands - is a whole different story. What’s kept Shokri thriving is their relentless commitment to excellence. For them, it’s always been about who they are, more than what they do.

Our creative team developed Shokri's new tagline: Rooted in Excellence, a line that serves as their promise while also paying homage to their humble beginnings, with work ethic and a never-say-die attitude as their main capital. Steering clear of predictable jargon such as "organic" and "natural," the tone of voice reflects Shokri’s blue-collar spirit: hardworking, trustworthy, and above all, committed.

Fashion model holding clutch next to site text: “Redefining Luxury Through Mindfulness” with a “Shop Consciously” button.
Website pages showing brand values, Dubai store location on map, and FAQ contact form for Sahar Karmostaji brand.
Woman holding ornate clutch purse; next to it, a curled sheet of brown leather on a white surface.

In terms of identity, the first step was to simplify the name, officially rebranding as "Shokri" instead of Shokri Hassan Trading Co. It marked their evolution from a family-run business to a larger institution people trust. We then developed a logomark to embody this promise - a simple yet powerful shape that instantly communicates Shokri's mission. A fitting symbol for an iconic brand.

We created a set of modular key graphics to reflect Shokri's personalized approach to delivering the freshest produce, tailored to each customer's needs. The final touch was an energizing color scheme of neon green and dark green, departing from the usual leafy greens and earthy browns, resulting in an identity that embraces modern boldness while remaining rooted in simplicity.

Black-and-white compass design with spiral shape, intricate details on a white background.
Abstract black-and-white artwork of two stylized women in flowing garments with geometric shapes and compass motif.
Abstract black-and-white artwork of two stylized women facing away with geometric shapes and compass details.
Abstract grayscale artwork with geometric shapes framing a figure and circular decorative elements on sides.
Abstract grayscale artwork showing hands surrounding a detailed circular pattern with geometric shapes around it.
Abstract grayscale bird flying with geometric shapes and a circular pattern in the background.
E-commerce page showing mindful collection with green and blue bags, filters for sorting, and categories on the left.
Green satin clutch with gold decorative clasp shown solo and held by a woman in a patterned blouse.
Smartphone displaying green clutch details and thumbnails on a clean, minimal online store product page.
the result

Today, Shokri is a multinational fresh produce supplier with a growing list of clients across the region. They serve over brands and institutions, from five-star hotels and restaurant chains to hypermarkets, supermarkets, and even army camps.

Amal Murad modest fashion brand collateral: mobile site, business cards, branded paper, and iPad with product listings. Light, elegant layout.
Woman in a white abaya stands confidently on a light background. Large headline: “Beautifully-Designed, Timeless Abayas.” Subtle patterned paper at left. Minimal, elegant branding.
our approach

We began by examining what makes Shokri the thriving company it is today. While sourcing fresh produce from around the world may seem straightforward, doing it for over 40 years - while consistently earning the trust of countless brands - is a whole different story. What’s kept Shokri thriving is their relentless commitment to excellence. For them, it’s always been about who they are, more than what they do.

Our creative team developed Shokri's new tagline: Rooted in Excellence, a line that serves as their promise while also paying homage to their humble beginnings, with work ethic and a never-say-die attitude as their main capital. Steering clear of predictable jargon such as "organic" and "natural," the tone of voice reflects Shokri’s blue-collar spirit: hardworking, trustworthy, and above all, committed.

Beige canvas tote bag with the phrase: “Awe-inspiring Fashion For Every Woman, no matter their background.” Minimal logo printed above.
Black business card with “AMAL MURAD” in white text, placed on smooth brown satin fabric.
Grid of branding elements for “AMAL MURAD” on the left, including logos and labels in gray tones. On the right, a woman stands in a beige abaya with “AMAL MURAD” branding and tagline overlaid in black text.

In terms of identity, the first step was to simplify the name, officially rebranding as "Shokri" instead of Shokri Hassan Trading Co. It marked their evolution from a family-run business to a larger institution people trust. We then developed a logomark to embody this promise - a simple yet powerful shape that instantly communicates Shokri's mission. A fitting symbol for an iconic brand.

We created a set of modular key graphics to reflect Shokri's personalized approach to delivering the freshest produce, tailored to each customer's needs. The final touch was an energizing color scheme of neon green and dark green, departing from the usual leafy greens and earthy browns, resulting in an identity that embraces modern boldness while remaining rooted in simplicity.

Laptop displaying AMAL MURAD’s website homepage. The site shows a woman in a light mauve abaya and the headline “Bringing Out The Beauty In Modesty” on a clean, white background.
Product tag for AMAL MURAD resting on a blush surface next to a pink dried flower. The tag lists garment details and brand values in a simple, elegant font. Soft shadows and natural light add a delicate touch.
the result

Today, Shokri is a multinational fresh produce supplier with a growing list of clients across the region. They serve over brands and institutions, from five-star hotels and restaurant chains to hypermarkets, supermarkets, and even army camps.

Colorful product tags hanging from a green garment sleeve and a model wearing a light gray outfit, standing against a pink background.
Laptop showing a fashion website next to colorful brand stickers spilling from a clear pouch on a pink background.KHAT brand logo in large yellow on purple background with tagline: “modest wear for the bold, brave, and beautiful.”
our approach

We began by examining what makes Shokri the thriving company it is today. While sourcing fresh produce from around the world may seem straightforward, doing it for over 40 years - while consistently earning the trust of countless brands - is a whole different story. What’s kept Shokri thriving is their relentless commitment to excellence. For them, it’s always been about who they are, more than what they do.

Our creative team developed Shokri's new tagline: Rooted in Excellence, a line that serves as their promise while also paying homage to their humble beginnings, with work ethic and a never-say-die attitude as their main capital. Steering clear of predictable jargon such as "organic" and "natural," the tone of voice reflects Shokri’s blue-collar spirit: hardworking, trustworthy, and above all, committed.

Two photos of a woman in modest fashion on orange and pink backgrounds with text about KHAT’s mission and bold style.
Pattern of repeating white “KHAT” logos on a blue background, showing the brand’s distinctive typeface and style.
Woman in light grey abaya with Arabic word “خط” in blue, pink, and green squares overlayed across the center of the image.
Two women in black and white coats sit back to back outdoors, with a semi-transparent collage of a woman in gold and blue overlayed.
Vibrant orange and pink minimalist business cards with bold branding for 'Khatline.com' and 'Khat' modest wear.
the result

Today, Shokri is a multinational fresh produce supplier with a growing list of clients across the region. They serve over brands and institutions, from five-star hotels and restaurant chains to hypermarkets, supermarkets, and even army camps.

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