Country Hill

A rebrand fit for centre of plate in the fine dining scene

Serving the region’s leading hospitality and find dining establishments for over 35 years, Country Hill International (CHI) has earned a reputation as a leading purveyor of premium meats and seafood across the GCC. CHI engaged MAISON 024 to reimagine its identity, seeking a refreshed visual presence that aligns with its established, upscale reputation. Our approach aimed to position CHI at the pinnacle of their industry with a refined take that honours the brand’s legacy in the ever-changing culinary world.

Creative Direction

Following in-depth discussions with the brand’s team and stakeholders, we delved into the history and aspirations of CHI. The name, inspired by the serene hills of Japanese landscapes where cattle are nurtured, served as a foundation for the creative direction. Taking on board the founder’s aspirations for an identity that would take “centre of plate” in its field, we strategised a profile built on several defined traits: calm, minimal, modern, reliable and a leader.

Logo + Icon

The logo system brings together an icon and a wordmark, each grounded in CHI’s core values and brand positioning. The wordmark features a custom lowercase serif with subtle ligatures, striking a balance that bridges the brand’s heritage with its forward momentum.

Inspired by the “centre of plate” concept, the icon is constructed through layered forms that reference the shape of a plate. A directional arrow pointing to the top right signals CHI’s ambitious approach, while each corner of the square represents one of the brand’s four core values. Together, the icon forms a purposeful visual narrative; anchored in intention, built for progression.

Colour Palette + Typography

The colour palette combines soft, neutral blues and greens with grounding earth tones — designed to evoke calm while referencing CHI’s connection to the rural landscape and natural sourcing origins.

For typography, TT Norms was selected as the primary sans-serif for its geometric clarity and structural versatility, paired with its serif counterpart to introduce contrast and typographic depth. This combination supports a system that balances legacy cues with a contemporary, forward-facing tone.