Pearlfisher Sweetens Confectioner’s Logo

Smiles All Around

Pearlfisher’s evolution of the master brand – and creation of new design assets and touchpoints – is framing a new future for Middle Eastern food processing company and confectionary powerhouse Gandour.

Describing the creative approach, Design Director Rich Wilson, said: “We needed to devise a creative strategy to leverage the emotion at the heart of the brand and create a unique platform for activation across the brand portfolio. We did this by bringing together Gandour’s foundational values: it’s history, it’s operational expertise and it’s human side.”

For Gandour’s logo, Pearlfisher evolved the bellboy’s face to inject a more joyful personality and enhance the genuine nature and generosity of his smile; mirroring it in the creation of a more naturalistic wordmark. The new tagline – “What smiles are made of” – is rooted in Gandour’s mission. Pearlfisher also created modern, stand-out frames that can be used in a multitude of different ways, across all corporate and consumer touchpoints for products, social media, photography and life moments.

Rafic Ghandour, Managing Directer at Gandour, said:  “A smile is a universal symbol of connection and emotion and how Pearlfisher has now framed our smile and our values will connect with each and every member of our different audiences and speak to the different moments in life that we pride ourselves in catering for.”