Lesieur Cristal unveils a new visual identity, reflecting its desire for innovation and its attachment to sustainability as well as its links with Africa.
This evolution of Lesieur Cristal’s identity blends its Moroccan origins with a modern vision, highlighting its connection with Africa through a graphic interpretation of its map, while preserving its historical symbols. The choice of colors, such as red recalling its Moroccan roots and brown symbolizing its commitment to the Earth, reinforce this approach, the brand explains.
« This change goes well beyond a simple aesthetic update. It demonstrates our desire to consolidate our positioning to better serve Africa in the long term,” underlines Brahim Laroui, Managing Director of Lesieur Cristal.
This transition is part of a broader commitment to sustainable development and the well-being of the continent, affirms the same source. Through its subsidiaries in Tunisia and Senegal, and with the support of AVRIL, its majority shareholder, the group aims to contribute to local development and community capacity building.
Founded more than 80 years ago, Lesieur Cristal plays an important role in the agri-food industry in Morocco, participating in the modernization of the olive and oilseed sectors. Exporting to 40 countries around the world, including 22 in Africa, the company employs more than 1,700 employees between Morocco, Tunisia and Senegal, and works for environmentally friendly agriculture and the development of local sectors.
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– 2024-04-19 19:31:52
