05. PORCELLAN - Member of Jamal Al-Ghurair Group

Porcellan Co. LLC is one of the latest ventures of UAE based Jamal Al Ghurair Group for the design, manufacture and marketing of porcelain tiles of high quality. The plant and the corporate office are situated in the Industrial city of Abu Dhabi, UAE.

The machinery and the technology adopted by Porcellan are quite advanced to offer products to be of the standards of global acceptance.

Jamal Al Ghurair Group (JAG) is one of the well respected and leading business groups in UAE. The rapidly growing business conglomerate is headed by Mr. Jamal Al Ghurair, triumphant businessman from UAE tracing his roots to the Al Ghurair family, which has been in business for over four decades.

Porcellan, decided to re-structure and re-position their products and re-categorize each over three ranges. With over 101 product lines, varying in structure, pattern, color and size, IDENTITY DUBAI’s challenge was to create 3 product ranges and inducting a names and a logo for each.

The second step was to rename all the products in Arabic with a meaning full name with several restrictions in mind such as short wording, easy to pronounce by non-Arabic speakers and may not convey double meanings.

Premium Product Line	Mid Range Products	Standard Range