• Client Name: Mataan Family Trading Limited
• Year: 2023
• Geography: Kenya
• Industry: Trading / Logistics (Fresh Produce)
• Business Model: B2B (Suppliers & Partnerships)
• Engagement: Project-based execution
• Growth Stage (Entry): Build
• Stage Delivered: Scale / Execution

Snapshot

A new trading and logistics business entering supplier and partnership conversations without a defined identity.

We developed a complete visual identity system, including logo, colour and typography structure, brand guidelines, and print-ready materials.

The Situation: New Business Launch / Market Entry

Mataan & Family Trading was entering the market as a fruit and vegetable import and logistics business. At that stage, credibility is not assumed. It is judged quickly, often before a conversation has had time to unfold.

They had no existing identity. No visual direction. No internal reference point. The brief was open.

That absence matters. When nothing exists, every decision becomes foundational. The identity cannot rely on iteration or refinement. It has to establish clarity from the start and hold across real business use.

The Work: Visual Identity System

We built an identity system designed to function in the environments the business would operate in, not just in presentation.

The logo direction draws on movement and structure, reflecting the flow of goods and the coordination inherent in logistics, while remaining simple enough to scale across formats.

The colour system was anchored on three signals:

• trust, through a grounded blue
• freshness, aligned to the produce category
• movement, to reflect distribution and flow

Typography and layout rules were defined to support consistency across documents, ensuring the identity could be applied reliably without interpretation each time.

We then extended the system into practical materials including business cards and stationery, designed for immediate use in supplier and partner interactions.

What Changed

The business moved from having no defined presence to a consistent, recognisable identity across its touchpoints.

This allowed them to show up with clarity in early-stage conversations where perception shapes access, trust, and progression.

Instead of relying on explanation to establish legitimacy, the identity carries part of that weight.

Where This Work Applies

Client entred at the 03-Build stage, with no prior identity or direction, but the stage delivered was 05-Scale/Execute.

Businesses entering new markets, forming supplier relationships, or formalising their operations often need more than a logo. They need a system that holds across everyday use and supports how they are perceived before they are fully known.

Capabilities

• Brand and Design
• Printing and Physical Touchpoints

Asset Delivered

• Logo
• Brand Guidelines
• Stationery
• Print Materials