Safqat UX/UI Overhaul and Brand System

Safqat is a B2B e-marketplace that’s transforming how the food and beverage (F&B) industry in the UAE sources, sells, and scales. It connects verified suppliers and buyers in one platform making the process of sourcing products, negotiating deals, and managing logistics faster and easier. When they came to us, the platform already had strong momentum and a clear purpose. What they needed was a complete UX/UI overhaul and brand system to match the scale and ambition of what they were building. This project wasn’t about creating something from scratch it was about turning a working platform into a market-leading experience.

What We Designed Safqat was already used by buyers and suppliers—but the experience didn’t yet reflect its full potential. Our job was to make it feel more intuitive, scalable, and visually trustworthy. Brand Implementation We refined the brand to feel bold, clear, and business-friendly—something that speaks to UAE’s F&B professionals with confidence.

Tone of Voice: Straightforward and helpful—focused on clarity over flash.

Visual Language: Modular layouts, strong visual hierarchy, and enough breathing room to support busy professionals making fast decisions.

The brand needed to feel local yet modern—reliable yet easy to adopt.

We focused on creating a product that could handle scale, but still feel easy to use no matter the complexity of the task. Across the buyer journey, we simplified product discovery, quote requests, and multi-vendor negotiations. For sellers, we built tools to easily manage listings, track orders, and connect with buyers. Logistics, payments, and onboarding flows were streamlined to reduce friction and help users complete actions with confidence. We even designed a marketing analytics dashboard focused on data clarity, not clutter. Every decision was rooted in real user behavior and tested through hundreds of touch-points.

With over 500+ screens designed across platforms, Safqat was one of our most extensive product collaborations to date. We delivered:

160+ desktop designs covering search, checkout, user profiles, onboarding, and admin views

180+ mobile web screens, carefully optimized for speed and ease of use on the go

200+ app screens, supporting complex B2B tasks while staying light and intuitive

A consistent system applied across everything—from product listings to billboards and onboarding decks