StormBrands delivers new strategy and visual identity for Najma

Brand and design consultancy, StormBrands, launched a new strategy and visual identity for Halal cooked meats product range, Najma. The rebrand aims to elevate Najma from a product range to a ‘stand-out brand.’

Najma approached StormBrands with the ambition to double the size of the Halal cooked meats category to £30m over three years and in doing so become recognised as the number one chilled Halal brand in the UK.

StormBrands used the brief as an opportunity to ‘open-up’ the world of Halal beyond its conventional roots. In order to achieve its goal, the range needed to not only appeal to increasingly modern, yet respectfully traditional Halal consumers, but also attract new consumers to the category.

The agency’s workshop and planning process resulted in a new brand purpose ‘Inspiring Modern Mealtimes’ built around a refreshed set of core values.  This has provided a platform for the new identity that brings together tradition and modernity delivering a new design system, photographic treatment and Tone of Voice across the entire range.

“Our bold new purpose for Najma, ‘Inspiring Modern Mealtimes’ has allowed us to create a new visual identity for the range that opens-up a tasty world of flavour, convenience and versatility for modern Halal consumers and beyond. The new identity is all about inspiring discovery, from the distinctive graphic windows that invite consumers into the brand’s bright and vibrant world, to the striking geometric, Arabesque patterns inspired by Middle Eastern culture that form the base of every brand application,” says Duncan Kelly, StormBrands design director.

The new Najma logo takes all the equities of the original mark that customers recognise (the holding shape, type behaviours and brand colour) and transforms them in a way that aims to feel more modern and relevant for a contemporary audience. It’s bolder yet simpler.

The brand’s new colour palette is designed to stand out on-shelf. The Najma gold shines against a deep green, while the supporting palette, inspired by category cues, seeks to deliver a bold, confident and welcoming tone for the brand.