GoodCo
Goodco is an international B2B trading company specializing in high-qualityfood products and beverages, based in Tabuk, Saudi Arabia.
Client
GoodCo
Industries
Food & Beverages
Services
Branding,
Date
January 2025
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Challenge
A mark that works across two languages and survives a printed carton starts with the right constraints.
GoodCo supplies food and fresh produce to retailers and businesses a B2B market where the buyer isn’t a shopper but a procurement manager or store owner. The decision rests on trust and consistency, not on shelf appeal.
Three overlapping problems shaped the brief.
The company operates daily in two languages. The identity needed to work in both contexts without splitting into two separate marks that each tell a different story.
The logo wouldn’t live on a clean screen. It had to hold up printed on cartons, applied to the side of a delivery truck, shrunk to a sticker on a produce crate, and reproduced in a single colour on an invoice. Legibility at small sizes and in one colour was a requirement, not a bonus.
And the food supply sector is crowded with identities built from the same vocabulary a green leaf, a basket, a tomato. The mark needed to come from the name itself, so the company could own a shape rather than disappear into the category.
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Solution
A single monogram that reads in two languages.
The G was mirrored horizontally, bringing it close to the bowl of the Arabic letter ج, and a section was cut away to complete the letterform. The two characters now share one vertical spine. An English reader sees a doubled G for the company name; an Arabic reader sees ج from the same shape, with nothing added.
The resulting form is close to square, which is deliberate. A square mark behaves well as an icon: it fits a profile space, the side of a carton, and a stamp on an invoice without needing a different arrangement each time.
The condensed wordmark follows the same logic a solid visual block that signals reliability, in contrast to the light, rounded lettering common across the sector.
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Client's
feedback
Working with Rayo team was an absolute pleasure! They took the time to understand our business needs and translated them into a beautifully designed, user-friendly website. The team’s attention to detail, creativity, and technical expertise exceeded our expectations. We’ve received so much positive feedback from our customers already.