MAIR GROUP

MAIR Group: A Vision of Growth and Community – The Journey of a Transformative Rebrand

In early 2024, Brand Husl embarked on an inspiring journey with MAIR Group, a company at the forefront of the UAE’s food industry and community development. Our mission was ambitious yet clear: to create a brand identity that captured MAIR’s legacy of leadership while propelling it toward a future of innovation, growth, and sustainability.

This wasn’t just about aesthetics; it was about expressing MAIR’s deep commitment to the UAE’s food security goals and economic development. Here’s the story of how we brought that vision to life, from our first conversations to the final brand reveal.

The logo shows the transition of the company’s growth through investments and its people.

Discovering MAIR’s Legacy and Vision

Our collaboration began with a series of in-depth meetings and workshops. We immersed ourselves in MAIR’s rich history, tracing its origins back to 1981 as the Abu Dhabi Cooperative Society (ADCOOP). We learned how MAIR had grown into a leader in food retail and commercial real estate, managing over 120 food retail stores and 12 community hubs. With revenues reaching AED 2.34 billion and a recent merger with Al Ain, Delma, and Al Dhafra cooperative societies, MAIR was poised to become a powerhouse in the UAE’s food security landscape.

The leadership’s vision was clear: to enrich lives, build futures, and foster community growth while embracing innovation and sustainability. Our task was to encapsulate this vision in a cohesive and powerful brand identity.

Brand Husl infographic with business strategy components

Creative Direction: Building Blocks of Growth

Inspired by MAIR’s mission and the UAE’s cultural heritage, we began exploring concepts that symbolised growth, community, and strategic development. We wanted a visual language that felt modern and forward-thinking, yet deeply rooted in the values of the region.

Concept Exploration

We developed several creative directions, each reflecting different facets of MAIR’s identity:

  1. The Growth Grid:
    A concept based on structured grids and modular forms to represent MAIR’s strategic expansion and organized growth. This idea played with geometric blocks, suggesting that every part of MAIR’s business contributes to a larger, cohesive vision.
  2. The Circle of Community:
    A design that focused on circular forms to represent unity, inclusivity, and the interconnected nature of MAIR’s services. This concept highlighted MAIR’s role in creating community hubs and fostering relationships.
  3. The Ascending Path:
    A dynamic and upward-moving design symbolising progress, innovation, and forward momentum. This path represented not just growth, but a commitment to elevating the community and supporting the UAE’s food security initiatives.
Brand Husl professional marketing materials and spokesperson.

Final Creative Concept: Inspired by ‘Meem’

After refining these ideas, the final concept took shape. We drew inspiration from the Arabic letter “Meem”, the first letter in MAIR, to create a design that was both culturally significant and strategically relevant. The logo features ascending blocks forming a circle, capturing the essence of:

  • Growth: The upward movement signifies progress, innovation, and MAIR’s role in advancing the food industry.
  • Community: The circular form reflects unity, inclusivity, and the interconnected relationships MAIR nurtures.
  • Strategic Vision: The structured, geometric design represents MAIR’s disciplined approach to growth and investment.
Brand Husl Annual Report 2024 book covers design.
Brand Husl abstract geometric shapes in green hues
Brand Husl elegant green and gold business cards.
Brand Husl green mugs and water bottles set

The visual identity extended beyond the logo to encompass a comprehensive system that reflected MAIR’s dynamic character.

Color Palette

We chose a bold and confident color palette to represent strength, innovation, and community. Rich shades of deep blue conveyed trust and professionalism, while accents of vibrant green symbolised growth, sustainability, and the company’s connection to the food industry.

Typography

The typeface needed to balance modernity with accessibility. We selected a clean, sans-serif font with strong lines and subtle curves to complement the logo, ensuring readability across digital and print platforms while maintaining a sense of professionalism.

Graphic Elements

Structured grids, ascending blocks, and circular motifs became recurring elements across all touchpoints. These graphics reinforced the themes of strategic growth, community, and innovation, ensuring a cohesive brand experience.

Applications

We applied the new identity across a variety of platforms:

  • Digital Presence: A modern, user-friendly website and digital assets that conveyed MAIR’s commitment to innovation.
  • Print Materials: Brochures, business cards, and reports that communicated trust and professionalism.
  • Event Branding: Cohesive visuals for the launch event and community gatherings, emphasizing MAIR’s role in enriching lives.

Crafting the Brand Look and Feel

The Launch: A New Era for MAIR Group

The rebrand culminated in a launch event on September 12, 2024, in Abu Dhabi. The unveiling was attended by industry leaders, stakeholders, and community members, marking a pivotal moment for MAIR. The new identity was met with enthusiasm, symbolising a renewed commitment to food security, sustainability, and community growth.

This wasn’t just a new look; it was a declaration of MAIR’s role as a visionary leader in the UAE’s food industry. The logo, with its ascending blocks and circular unity, captured the essence of a company that is building futures while enriching lives.

Why This Project Matters

Rebranding MAIR Group was about more than visuals. It was about expressing a legacy of trust and a vision for progress. It showcased how thoughtful design can tell a story of community, growth, and innovation.

At Brand Husl, we believe the best brands are those that bridge tradition and future, speaking to people’s hearts and minds. MAIR Group’s new identity does just that—a symbol of progress rooted in the values of the UAE.

If your brand is ready to tell its story, we’re here to help you make it unforgettable.