Western International Market (WIM), founded in 1882, is located just 400 metres from the M4 Motorway near Heathrow Airport, and has been a cornerstone for London and the United Kingdom’s fresh produce scenes. For over a century, WIM has served as a “Mecca” for wholesalers, offering the freshest produce of fruits and vegetables at competitive rates. Its community of traders is renowned for its expertise, loyalty, and dedication, and has evolved with the times while maintaining the market’s core values.
In 2025, Saifee Creations had the opportunity to lead the Western International Market rebranding design, marking the first time in the history of WIM that any redesign or rebranding work was undertaken. Winning the tender opened gateways for Saifee Creations into the fresh produce sector, involving a comprehensive overhaul, from logo redesign and website development to a full-scale commercial photoshoot for the wholesale market and corporate photo and video production for the fresh produce market.
Logo Redesign Solutions
The old logo of WIM featured a globe, with red, white, and green colours highlighting its import and export heritage. Saifee Creations approached the logo redesign with a modern, minimalist viewpoint, removing the globe and the reds to create a cleaner, more contemporary identity. After immense brainstorming and exploration of various concepts, the final design emphasised typography and subtle symbolism.
The negative space in the new logo, particularly around the “i” and the inverted “W” and “M”, create a sophisticated and adaptable design that works seamlessly across signage, the website and other applications. This approach ensured the logo not only represented fresh produce but also aligned with the broader wholesale industry. The result is a modern logo design for the fresh produce wholesale industry that looks contemporary, professional and easily recognisable.
Website Revamp
One of the main drivers behind the WIM rebranding was to revitalise engagement and footfall following the challenges of the COVID-19 pandemic. To achieve this, Saifee Creations undertook the website redesign for the London wholesale market using WordPress as the CMS and Oxygen as its theme.
The redesigned website reflects WIM’s identity as a thriving wholesale community while providing practical functionality for business owners and consumers. The website highlights a variety of businesses operating within the market, such as Fresh 4U, and emphasises relationship building between traders and clients. The website is intuitive, informative, and visually engaging, allowing visitors to explore fresh produce and connect with vendors easily.
Commercial Photoshoot
To display the vibrancy of WIM, Saifee Creations organised a comprehensive commercial photoshoot for the wholesale market. Each store was photographed, capturing the diverse businesses that make WIM unique. These images are strategically placed under the “Meet the Traders” section of the website, complete with the location and contact information of individual shops within the market.
The photoshoot highlights the market’s visual appeal, enhances the user experience for visitors looking to engage with business owners by showcasing the variety, freshness, and quality of produce available. These images serve as a compelling invitation to explore WIM in person.
Corporate Video Production
Complimenting the photoshoot, Saifee Creations also produced a hero video for the homepage of the WIM website, demonstrating the market’s dynamic environment. The corporate video production for the fresh produce market captures the interactions between the traders and buyers, the bustling activity in the market’s premises, and the vibrant assortment of fruits and vegetables available.
Future Plans
Ahead in 2026, Saifee Creations will continue supporting WIM with signage, printing, content writing, social media management and much more. These initiatives will further strengthen WIM’s brand presence and ensure the market continues to engage effectively with business owners and consumers.
This collaboration between Saifee Creations and Western International Market has brought a fresh, modern identity to London’s most historic wholesale hubs. Through Western International Market’s rebranding design, a modern logo design, website redesign, commercial photoshoot and corporate video production, WIM is now better equipped to connect with buyers and traders alike.
For businesses looking to elevate their brand identity and showcase their products effectively, Saifee Creations’ approach and expertise in holistic rebranding solutions make them an ideal partner. Discover how Saifee Creations can transform your business. Connect with us today at 07965 480 324 or hello@saifeecreations.com to start your rebranding journey.
