Service: Branding & Visual Identity
Client: Prime Meats
Established in the heart of Cairo, Egypt, Prime Meats is a brand dedicated to providing the highest quality beef products for affordable prices, with a focus on quality and customer experience above all.
Direction: The visual identity design for Prime Meats revolves around the use of bold visuals that stand out, shown mainly in the use of red and dark grey colors. Bold sans-serif fonts were also used in order to further accentuate the visual direction and set the brand's tone of voice.
During the initial conception phases of the Prime Meats' visual identity, the idea was developed to combine the letter 'P' with a cleaver icon. However, this proved to be a challenge in terms of combining aesthetics with legibility, as the icon needs to be highly recognizable both as a letter and an icon. After various iterations, a visual solution was reached that may be used as a letter as well as an icon and pattern motif.
