Thomas Klein International unveils new brand

Thomas Klein International (TKI), the Dubai-based F&B consultant, is celebrating its tenth anniversary in April by unveiling a new logo and brand image, as well as re-launching its website.

TKI was launched in 2001 by Daniel During, and was one of the first companies to open an office within Dubai Media City. His one-man venture is now a multi-national company with offices in four countries spanning four continents.

“Amazingly the financial crises has had an extremely positive effect on our business as individual investors turned from speculating on property, into setting up sustainable businesses for the future,” said principal and managing director of TKI, Daniel During.

TKI provides professional consultancy services specialising in the hospitality, entertainment and leisure sectors, with a strong emphasis on food and beverage operations. Currently, the company consults on approximately 30 projects with the majority of projects based in the Gulf and immediate adjacent region.

“Our business has grown considerably over the past few years, and we are also in the process of merging with a Madrid-based hotel representation and sales consultancy, which will allow us to become de-facto hotel operators. With the 2022 World Cup at our doorstep, Qatar is next on the list, and we are currently negotiating the opening of an office there later this year,” said During.

“The revamp of our logo and image was long overdue. The company has outgrown itself in terms of services offered, as well as scope and reach, and 10 years in operation was an ideal excuse to do it. We are also updating our website and its functionality to make it more relevant to today’s market.”

TKI's Brussels-based marketing and branding arm, 360°td, who handles all the branding and creative work of the company, were at the helm of creating the new brand image as well as the website, which will be unveiled soon.

“TKI is a company that has expanded so rapidly, therefore we wanted to reflect that dynamism and breadth not only to the public, but also in terms of redefining our mission and long-term vision as a team. Accordingly, the goal was to add a sense of dynamism and movement, and to modernise the TKI brand identity,” said principal and managing director of 360°td, Angie Hall.

“We set out to design a visual system that conveyed energy, ingenuity and interconnectedness - three components that we felt were highlights of the TKI brand. All the while, it was important to retain the solid business component since its core product is business consulting.”
The new logo features a collection of different-coloured bars or sticks that reflect a ‘spirit of growing together’ thereby signifying the idea of working in tandem with the client to build a project.

“The sticks represent the fundamental building blocks or services that TKI offers. The bars are not uniform in their placement; they are meant to show the ‘tailor made’ aspect of the brand - each project being distinctive and suited to the client and the type of business,” added Hall.