Brahim

As a leading branding agency in London, we were approached to revitalize Mini Brahim, a much-loved convenience store brand that has been serving communities across Morocco since 1991. Originally part of Akwa Group’s roadside retail offerings, Mini Brahim has become synonymous with reliability and everyday convenience. Often found as a 24/7 offer within the Afriquia forecourt environment, the store has also operated independently across multiple locations.

Despite its popularity and strong customer base, the Mini Brahim brand had become outdated and in urgent need of a refresh. The goal? To transform it into a modern, globally competitive identity while preserving its local charm and traditional roots.

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Our brief as one of the most experienced branding firms in London was clear: reimagine the brand around its friendly, character-driven personality—“Mr.Brahim”—while aligning it visually and tonally with the Afriquia brand. The identity needed to feel fresh, modern, and welcoming, and work seamlessly in both small-scale forecourt environments and larger, standalone stores.

Over the course of the project, we developed more than 100 character concepts, each exploring different expressions of Mr. Brahim. This diversity allowed us to hone in on a visual language that was adaptable, scalable, and deeply rooted in the brand’s story.

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Our strategic approach focused on positioning Mini Brahim as a service-oriented brand with strong traditional values. Staff behaviours were defined as welcoming, warm, fun, knowledgeable, and responsive. Expressive brand values included being honest, innovative, helpful, and energetic.

As atop-tier branding agency in London, we understand the importance of flexible brand architecture. With Mini Brahim, we crafted a system that works across two distinct formats:

• Mini Brahim – smaller, forecourt-based stores with a casual, convenience-first approach.
• Super Brahim – larger standalone stores offering a deli-style shopping experience
  

Visual Identity: Fresh, Friendly, and Functional

The final identity is fun, approachable and memorable. The yellow from the original brand was retained to convey warmth and optimism, while a deep charcoal grey was introduced for contrast and sophistication. Mr. Brahim now exists in two visual formats:

• A relaxed, shirt-wearing version for Mini Brahim.
• A striped apron version for Super Brahim, hinting at a more curated, gourmet experience.

This dual-character system reinforces the brand’s flexibility while maintaining consistency across formats.

Private Label Design: Extending the BrandPersonality

Mini Brahim now offers a playful and engaging range of private label products—from snacks and drinks to groceries. These items echo the core identity with cheerful packaging, simple designs, and a tone of voice that is warm, witty, and down-to-earth.

Retail Interiors: Designed for the ModernConsumer

As part of the comprehensive branding solution, we also led the interior design.Natural light timbers, vibrant yellow tiles, and sleek dark grey fixtures forma modern and welcoming store environment. Whether in a compact forecourt or a larger store, the interiors reinforce the brand's values of simplicity, warmth, and approachability.

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As one oft he standout projects from our portfolio at this London branding firm, Mini Brahim exemplifies how tradition, modern design, and emotional resonance can work in harmony. The refreshed identity successfully connects with a broad range of customers while remaining true to its cultural roots.

This project is a testament to what’s possible when clients trust a strategic branding agency in London to bring their vision to life. Mini Brahim is more than just a convenience store—it’s a brand reborn for today’s market.

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