Branding, brand and visual identity design and development for Mair Group, one of the largest companies in the United Arab Emirates.

MAIR Group is a strategic investment group committed to developing the food industry and enriching communities in the UAE, driving economic growth and improving the quality of life for its people. As one of the largest companies in the UAE, MAIR Group boasts impressive revenues of AED 2.34 billion in 2023. With over 120 food retail stores and 12 commercial hubs across the country, MAIR Group serves more than 65,000 customers daily, maintaining a remarkable 90% occupancy rate across its expansive real estate portfolio of 320,000 square meters.

MAIR Group manages a portfolio of well-established businesses, including the Abu Dhabi Cooperative Society (ADCOOP). This leading retail chain, founded in 1981, expanded further following its 2023 merger with the Al Ain, Delma, and Al Dhafra cooperative societies. We are currently midway through developing the new brand for ADCOOP, which will be unveiled in the coming weeks.

MAIR Group's assets also extend to Makani Real Estate, which operates a variety of community malls and hubs, and SPAR, a premium European supermarket chain that has been established in Abu Dhabi for over a decade, with ambitious plans to expand further across the Middle East.

In March 2024, we began collaborating with MAIR's internal team to develop and create a brand that reflects their core values, while embracing the brand's history, heritage, and scale. Multiple discovery meetings with the team were followed by extensive market research before we initiated our signature design process.

We developed the full brand identity, including the logo, typeface, colour palette, photography, icons, grid system, and a suite of templates—encompassing social media, publications, event and marketing materials, stationery, merchandise, and presentations. Additionally, we crafted comprehensive brand guidelines to ensure consistent brand execution across all touchpoints.

The logo we created honours MAIR's 40-year legacy and reflects its commitment to strategic growth and thoughtful investment. Comprising a circle of ascending blocks, the logo embodies MAIR’s mission and values. Inspired by the Arabic letter "meem," it symbolises the brand's deep-rooted culture and unwavering focus. The circle, formed by individual blocks, represents the people who are the building blocks of families and communities.

We integrated the power of AI to generate a series of unique visuals inspired by the MAIR logo. By carefully engineering prompts that incorporated elements like the ascending blocks, Arabic letter "meem," and the brand's core values, we created a collection of striking, photography-style images. These visuals showcase the dynamic nature of MAIR's visual language and offer a fresh perspective on the brand's identity. 

The colour palette, super graphic, and grid system combine to create a distinctive and powerful aesthetic, easily recognisable within the investment sector. We also emphasised MAIR’s core values and mission—"ENRICHING LIVES. BUILDING FUTURES."—to build trust and confidence among investors. 

On 12th September, the new MAIR brand was officially unveiled at a high-profile event in Abu Dhabi, attended by key figures from the industry and the local community. The launch marked the beginning of a new chapter for MAIR Group, showcasing its commitment to growth and innovation while celebrating its deep-rooted heritage.

The strong and distinctive brand identity we developed has solidified MAIR Group's position as one of the top and biggest companies in the UAE and the region. MAIR is now widely recognised as established, stable, and trusted by investors.