About the Client
Al-Nesr Al-Jawhari is a specialized import and export company operating in livestock and agricultural products, with an ambitious strategy to scale its operations across Africa and Europe.
The company’s long-term vision is to become a leading force in agricultural investment and animal production, supported by strong branding and market-specific positioning.
As they prepared for market expansion, Al-Nesr Al-Jawhari needed a brand presence that reflected their ambition, reliability, and industry expertise.
The Challenge
Al-Nesr Al-Jawhari faced a strategic branding challenge:
- Enter multiple international markets with different cultural, visual, and commercial expectations.
- Build distinct brand identities for different regions without losing the strength and credibility of the mother company.
- Create packaging systems that communicate quality, trust, and scale, while remaining adaptable across multiple product categories.
In Elenor, we needed to build a strong foundation from scratch.
Goals & Objectives
- Establish a Strong International Presence
Position Al-Nesr Al-Jawhari as a credible, export-ready company capable of operating across Africa and Europe, with brands that feel local while maintaining global standards.
- Enable Market Expansion Through Brand Architecture
Create a scalable brand structure that allows the company to:
- Enter new geographic markets without brand confusion
- Adapt messaging, visuals, and packaging to different regions
- Support future sub-brands or product lines under the same group
- Differentiate by Market Positioning
Clearly separate brand roles:
- Simba → Strength, scale, and leadership in African livestock and agricultural trade
- Icy Miray → Clean, modern, and reliable European frozen food brand
This differentiation helps each brand compete effectively within its market context.
- Build Trust in Highly Regulated Markets
Use branding, packaging, and digital presence to communicate:
- Quality and consistency
- Compliance with international food and agricultural standards
- Professionalism required for B2B partnerships, distributors, and investors
Our Strategic Approach
At Elenor Marketing Agency, we developed a brand architecture strategy that allows Al-Nesr Al-Jawhari to scale globally while maintaining clarity and consistency.
Instead of a one-size-fits-all brand, we introduced two sub-brands, each tailored to its primary market:
- Simba → Targeting the African market
- Icy Miray → Targeting the European market
Each brand was designed with its own positioning, tone, and visual language, while remaining aligned with the parent company’s core values.
Brand 01: Simba (Africa)
Simba was created as a bold, powerful brand reflecting strength, leadership, and heritage.
Brand Direction
- Strong and confident visual identity
- Symbolism inspired by power, reliability, and authority
- Designed to resonate with African markets in livestock and agricultural trade
Deliverables
- Logo design and visual identity system
- Color palette and typography
- Brand usage guidelines
- Packaging concepts aligned with large-scale trade and export
Brand 02: Icy Miray (Europe)
Icy Miray was developed as a clean, modern brand tailored for the European frozen and agricultural food market.
Brand Direction
- Fresh, minimal, and contemporary look
- Strong focus on product clarity and trust
- Designed to meet European market expectations for food packaging and branding
Deliverables
- Logo and complete brand identity
- Packaging system for multiple frozen food categories
- Clear hierarchy for multilingual packaging
Packaging Design System
We designed a scalable packaging system that:
- Works across different product types (cheese, vegetables, frozen foods, agricultural products)
- Maintains strong shelf visibility
- Ensures consistency while allowing product differentiation
- Reflects quality, safety, and international standards
Website Development
To support the brand’s international expansion, we developed the official website:
Website Objectives
- Present Al-Nesr Al-Jawhari as a global investment-driven company
- Clearly communicate the relationship between the mother company and its sub-brands
- Build trust with international partners and stakeholders
- Create a strong corporate presence aligned with the new brand identities
The Outcome
Through a clear brand architecture and market-focused identities, Al-Nesr Al-Jawhari now has:
- Two strong, independent brands tailored for Africa and Europe
- A cohesive visual system that supports international expansion
- Professional packaging ready for export and large-scale distribution
- A digital presence that reflects credibility, ambition, and growth
Services Provided by Elenor
- Brand Strategy & Architecture
- Naming & Positioning
- Visual Identity Design
- Packaging Design Systems
- Website Design & Development
SWOT Analysis
Strengths
- Clear brand architecture with market-specific sub-brands
- Strong visual identities aligned with regional expectations
- Scalable packaging systems across multiple product categories
- Backed by an established import & export operation
Weaknesses
- New brands with limited market awareness
- High dependency on distribution partners in new markets
- Requires consistent brand governance across regions
Opportunities
- Growing demand for agricultural and frozen food exports
- Expansion into additional European and African markets
- Potential to launch new product lines under the same brand system
- Increased interest in agricultural investment
Threats
- Strong competition from established regional and global brands
- Regulatory and compliance challenges across markets
- Supply chain and logistics fluctuations
- Price sensitivity in certain target markets