Quality and Tradition
You Can Trust.

Amir Quality Meats

Market Research, Brand Strategy, Verbal Identity, Visual Identity, Photography, Website, Marketing Materials, Brand Guidelines

Amir Quality Meats was on a journey to realize their bold vision of becoming the most trusted halal brand for foodservice customers and families across Canada.

Challenge

Amir Quality Meats (Amir), one of Canada’s largest independent, Muslim- and family-owned halal meat processors, set out to become the most trusted halal brand in Canada. They needed a new identity that reflected their credibility and unique position as the first and only Muslim-owned, federally licensed halal distributor in the country.

Using our Wellbeing Framework™, we conducted interviews with Amir’s team, customers, and the broader Muslim community. Trust was identified as the core principle, guiding their new brand proposition. Aligned with Social Wellbeing, this focused on building trust, credibility, and community through halal certification and vertical integration.

Strategy

With Amir’s 30-year legacy, the goal was to modernize their identity while preserving trust, quality, and heritage. We created a brand identity that balanced a Middle Eastern aesthetic for a North American Muslim audience, standing out among competitors.

The new design features a flared serif for “Amir” with a subtle Arabic touch, paired with an approachable sans-serif “Quality Meats.” A bright blue and green palette modernizes the brand, with a star symbolizing guidance. Rich photography highlights product quality, and quality seals emphasize Amir’s legacy and halal certification—essential qualities for their Muslim community.