"I feel like I'm in paradise": Alferdous

In order to keep growing at international level, Borges Mediterranean Group decided to launch a new strategic brand of Mediterranean products for the Middle East and North Africa markets with premium positioning. Columna has identified two main challenges to tackle: the first is to create a verbal and visual identity adapted to the cultural and religious environment in the area; the second is to create a brand for original Arab Mediterranean products to be perceived and recognised as a native brand. After extensive immersion in Arab culture, semiotics, symbols, iconography, typography and nomenclature, together with the creative team in Dubai we defined and developed an identity inspired by the characteristic shapes, symbols and colours of Arab art and religion, infusing it with life, bringing it closer and stressing its Mediterranean nature by managing the specially designed typography and iconography for this new brand, Alferdous.