Global Food Stuff Trading & Logistics
Import and export of high-quality grains and premium edible oils from the UAE to Europe, the Middle East, and Africa with fast, reliable, and cost-effective logistics.
About CLIENT
Master Craftsman Food Stuff Trading L.L.C. is a UAE-based company specialising in the import and export of high-quality grains and premium edible oils. We supply stable supply chains for key food products—wheat, barley, corn, lentils, beans, sunflower oil, olive oil and butter—across Europe, the Middle East and Africa. Our mission is to provide consistent, timely and cost‑effective logistics, ensuring shipments meet the highest standards.
Scope of Work
Our task was to modernize the outdated visual identity while keeping the iconic plumb bob symbol, create consistent brand materials, and deliver a turnkey one-page website for international partners.
- Logo RedesignWe refined the existing logo and explored two new concepts while preserving the iconic plumb bob symbol. The result includes colour and monochrome versions with clear guidelines for usage.
- Corporate MaterialsDeveloped a concise brand book, selected a harmonious colour palette and typography, and designed business cards, letterheads, email signatures, envelopes and social media templates to maintain consistency across all touchpoints.
- Website DesignCreated a modern single-page website with sections for About, Services, Advantages, Works/Partners and Contact. The site is mobile-friendly, features a simple admin panel and includes hosting and domain setup.
STAGE 1
Logo Redesign
We kept the plumb bob symbol, redesigned it to be lighter and more balanced, updated the font to a modern and legible one, unified the text style, enhanced contrast, and removed the construction-related association, highlighting food trading instead.
- Before
- After
- An outdated font is used; it becomes hard to read when scaled down.
- Modern and versatile font. Improved readability and scalability.
- The plumb bob (hammer) looks too heavy.
- Balanced and lightweight symbol.
- The text style is inconsistent (“Global” and “Trading”), lacking unity.
- Unified visual style.
- It resembles a construction company rather than a business engaged in food trading.
- Clear positioning in the trading sector.
| Concept We were tasked with keeping the plumb bob symbol, and we did — but with a refined shape to make it lighter and more balanced. To add uniqueness, we decided to integrate the symbol directly into the wordmark. The letter T in MASTER was connected with the plumb bob, creating the effect of the symbol hanging from the letter. |
| Typography For the typography, we chose Urbanist, a modern, geometric sans-serif font. It is highly legible at different sizes, has a clean and professional look, and conveys a sense of trust and stability that fits an international trading company. |
| Color Palette The palette combines a confident green (Pantone 7724 C) that conveys growth and authenticity with a solid dark tone (Pantone 419 C) that reinforces professionalism and authority. Balanced with clean white, this system projects clarity and reliability — qualities essential for building trust with international partners in the B2B market. |
| By embedding the plumb bob into the logotype and combining it with Urbanist, we achieved a distinctive trademark and a professional logo that reflects both craftsmanship and modern business identity. |
| Other concepts Alongside the final version, we explored alternative logo concepts that reimagined the plumb bob symbol and its placement within the wordmark. These options show different approaches to balance, integration, and brand expression while keeping consistency with the chosen typography. |
STAGE 2
Corporate Materials
STAGE 3
Website Design
We developed a minimal one-page landing site with a clear and modern structure. It highlights the company’s story, services, and contacts while staying fully responsive and easy to navigate. The result is a clean, professional platform that supports the brand’s international positioning.
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