As a brand with decades of experience and excellent reputation, Shokri needed a new identity that is able to do them justice. While the natural place is to go for that earthy, greenish space between craft paper and hand lettering, with the word “Fresh” and “Organic” spammed all around, we opted for the other way around by creating a clean, modern identity with popping neon green that is usually so identical with on-site construction worker, exuding professionalism and commitment. The tagline “Rooted in Excellence”, refers to Shokri’s blue collar attitude when it comes to delivering freshness to its clients: hardworking, trustworthy, and most importantly, committed. With excellence, comes freshness, and not the other way around.
