Abstract lands another major Middle East client

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We’re delighted to have started working with Al Ghurair Foods, a major division of the diversified industrial group Al Ghurair Investments. Based in Dubai, Al Ghurair Foods is a multi-product manufacturing enterprise with nearly 40 years of history and a trading presence in more than 20 countries.

As well as size and reach, Al Ghurair are renowned for exceptional quality, first-class customer service and cutting-edge technological solutions.Their portfolio spans a broad range of branded, private label and bulk products including flour, pasta, oats, semolina, eggs, noodles and animal nutrition, supplied to a diverse customer base of businesses and retailers.

With so much to leverage and such an established reputation, Al Ghurair Foods is a dream client. We’re very proud to have been selected to rebrand their corporate branding, which will impact every aspect of the food division’s marketing.

Everyone at Abstract is looking forward to a long and fruitful working relationship with Al Ghurair.

ABSTRACT - 25th Anniversary deserves a re-brand

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WOW!! We’re 25 years old! Who would have believed we would achieve this landmark when we started all those years ago. To celebrate this achievement we also felt it was the perfect time to re-launch our brand, which has not been an easy task! Backed by a supreme staff effort to ‘fit ourselves in’ amongst our extremely busy workload, we are thrilled and proud to launch the new Abstract brand including this website.

The rationale and emotions behind our own evolution is summed up by Director, Scott Bradburn:
“We simply wanted to show the world a lot more about our recent evolution as a company. Like many design led businesses, the introduction of new technologies has meant our service portfolio has grown hugely. The recruitment of special talent in both new and traditional design fields is something we just had to reflect to our existing customers – just as much as our potential clients. In short, we can offer so much more at a world class standard, than we could 1 or 2 years ago. Life changes, the world of design is changing, so we are embracing this change and enjoying it, including the evolution of our business and our brand after 25 years.”

Branding the power behind FIFA World Cup 2014

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If you’ve seen any of the World Cup matches this summer, you have our client Aggreko to thank. As the official temporary power provider at Brazil 2014, they supplied the power for the International Broadcast Centre, as well as temporary power for all 12 stadiums to protect against dips in the national grid. Billions of fans were relying on them, and they relied on us to make the most of the branding opportunities afforded by such an iconic event.

Our challenge was to take a company used to working behind the scenes and put it firmly front and centre. Having already produced animated pitch-side hoardings for Brazil’s warm-up matches, we branded numerous hotels and venues across Brazil, hospitality staff uniforms, and a huge range of merchandising for VIP guests and the world’s press. All of this involved coordinating communication between Aggreko’s regional offices across the globe, and working with FIFA to secure their approval on each item.

As events go, it doesn’t get much bigger than the World Cup. But Aggreko is fully equipped to work on this scale, and we’re delighted to have proven Abstract is too.

Aggreko's new brand launched worldwide

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This journey began in earnest in January 2012 with the appointment of Abstract as the agency of register to help lead a critical brand overhaul. Aggreko, was right in the middle of laying down significant growth plans, and its wider recognition in the world marketplace will be key to ongoing success. Working with the global corporation, Abstract has created a distinctive and powerful visual theme around the concept of ‘energy lines’ intertwining and flowing through mining, industrial and events imagery – the key sectors for this worldwide, temporary power solutions business. This new brand has now been launched together with a new on-line brand toolkit that incorporates brand guidelines and corporate literature hosted on NetPrint.