September, 2011 Dubai, UAE;

To crown 35 years of success

A refreshing facelift for LIFCO Group

New dynamic logo by re-brand-ing™ reflects diversification



With over 35 years in the UAE, LIFCO has been a familiar fixture in communities around the country, a name that is trusted for high quality merchandise and dependable service.

From its first supermarket, LIFCO has evolved into the present LIFCO Group of companies with diverse interests, including food and food-related product distribution, retail supermarkets, house ware products, interior design, store shelving and food storage.

This diversification has gained for LIFCO a reputable image, and growth fuelled by a consistent adherence to global standards.

With such a portfolio, the next challenge for LIFCO is to be perceived as a cohesive group of companies, and not only as a supermarket.

In the UAE, the Group has six companies under its flagship - LIFCO Main, LIFCO Alrawabi Trading, LIFCO International, LIFCO Trading, LIFCO Technical & Refrigeration, and the retail outlet chain LIFCO Supermarkets. LIFCO also has associate companies including Technical Glass & Aluminium Co., Oscar Furniture Co., Ottimo Office Furniture Factory, and Emirates Yedesa Factory.

The brief was awarded to re-brand-ing™, the task – create a corporate identity that will reflect LIFCO's evolution into "unity in diversity."

re-brand-ing™ interpreted LIFCO's brand values and personality in a logo design that shows the Group's dynamism and focus, while retaining the existing logo's elliptical shape and giving it a modern rendition. A deliberate effort not to create a dramatic departure from the dependable image LIFCO has built among its customers through the years.

Refreshing changes include green, red and orange swooshes that relate to the food industry, for a clean "organic" look.

A spokesman for LIFCO Group said: "With a clear positive vision and stronger focus of our Board of Directors and the dedicated service of our over 3,000 team members, LIFCO Group is positioned well in terms of growth, performance and value, and to crown our success we chose re-brand-ing™ to provide the Group with a new, dynamic logo that reflects our diversification."

Gabby Bechara Chamat, CEO of re-brand-ing™, commented, "we are proud to have been a participant in LIFCO's evolution, and are truly excited to see the Group continue to grow as a global corporation."

LIFCO Group currently operates in the United States, Lebanon, Oman, Qatar, Iraq and China, and is constantly seeking new avenues and opportunities.