FREE‑mass. House pronunciation, English and Arabic.
Cold chain you can prove.
Temperature controlled transport across the UAE. Every job leaves a record.
NAME
Frimas is the frost that forms overnight and is gone by morning
A quiet French word for hoarfrost. It carries cold without shouting it, which is why it can be registered where Frost, Chill and Cool cannot. It also sounds like a company rather than a service, so the brand can carry monitoring, certification and software later without a rename.
Pronunciation is a decision, not a correction
In French the s is silent, free‑MAH. Your drivers, storemen and customers will say FREE‑mass, and they are not going to stop. So FREE‑mass is the official pronunciation. Nobody should ever be corrected for saying their supplier's name wrong, and a brand that makes people feel foolish at the first hello has already lost.
MARK
A wordmark with one green square where the dot of the i belongs
Every refrigerated transport company in Dubai uses a snowflake, a blue swoosh or a thermometer. In a category where the logos are interchangeable, anything conventional makes you invisible. Frimas uses a plain wordmark and a single square status light. It reads at forty metres on a van door and at sixteen pixels in a WhatsApp avatar, and the square is the same indicator used throughout the product to mean in range.
Primary lockup
The rule beneath the word is the flat temperature trace, shortened. It is the only ornament the brand owns.
Monogram and stamp
Solid for app and avatar. Inverted for dark surfaces. Outline for the ink stamp on printed delivery notes.
COLOUR
Colour reports temperature state, so it is never decoration
Green means in range. Rust means an excursion. Amber means waiting on something. These three are reserved and appear nowhere else, so a customer who sees rust anywhere in the product knows what happened before reading a word. Everything else is the quiet Nuit and Givre pair.
Contrast: Nuit on Givre is 13.6:1. Stable and Écart on white both clear 4.5:1 for text. Never put Attente text on white below 14px.
TYPE
Inter, one family, five roles
Free, loads anywhere, and chosen for the numerals. This product shows degrees, kilometres, times and dirhams on every screen. Tabular numerals mean a column of temperatures lines up instead of jittering as values update. Set display sizes with tight tracking so headings and the wordmark share one voice.
Arabic pairing: IBM Plex Sans Arabic. Matches Inter's proportions and covers the RTL build without a second visual identity.
SYSTEM TOKENS
The values the platform is built from
| Token | Value | Used for |
|---|---|---|
radius.sm | 2px | Badges, inline chips, table cell accents |
radius.md | 4px | Buttons, inputs, cards. The default |
radius.lg | 8px | Monogram, map panels, modals only |
shadow.1 | 0 1px 2px rgba(14,31,41,.06) | Raised card. The only shadow in the system |
border | 1px solid #C3D0D4 | Structure. Preferred over shadow everywhere |
space | 4, 8, 12, 16, 24, 32, 48, 64 | All padding and margin. No values off this scale |
container | 1200px max, 18px gutter | Marketing pages |
app.sidebar | 236px, collapses under 900px | Dashboard shell |
focus | 2px solid Stable, offset 2px | Every interactive element. Never removed |
motion | 140–220ms ease-out for state, 560ms for entrance | Hover/press/focus everywhere; a single scroll-reveal system (assets/js/reveal.js) for section and card entrances, one direction, never repeating, off entirely under reduced motion |
Spacing scale. Anything between these values is a mistake, not a refinement.
COMPONENTS
Buttons
One primary per screen. Labels say what happens, so the button that says Book produces a message that says Booked.
Status
Dot plus word, never colour alone. Roughly one in twelve of your male customers cannot separate the green from the rust.
Inputs
Errors say what to do next. They do not apologise and they are never vague.
Reading, the signature component
A reading always carries three things: the number, the requirement, and how long it has been that way. A number alone tells the customer nothing.
VOICE
An operations manager, not a marketing department
Your customers are ops people. They can tell inside one sentence whether they are talking to someone who has stood in a chiller at five in the morning. Write like you have.
The third pair matters most. A brand built on proof has to report bad news first and fastest, or the proof is worth nothing. Own the excursion before the customer finds it.
APPLICATIONS
Van livery
The vans belong to your partner. Start with magnetic door panels, not a wrap. Removable, cheap, and you are not decorating an asset you do not own.
Quote, WhatsApp
No greeting, no thank you for your enquiry. Price, terms, next action. This is how ops people talk to each other and it is faster than every competitor in the market.
- Customer
- Example Kitchens LLC
- Route
- Al Quoz to Business Bay, 12.4 km
- Vehicle
- 1 ton chiller, permit ref to be confirmed
- Loaded
- 06:31, pre-cooled from 05:58
- Delivered
- 07:14, signed by M. Rahman
- Required
- 0 to +5°C
- Recorded
- min 2.1, max 4.6, average 3.2°C
This document is the product. It goes out automatically on every job, it is what the customer files for an audit, and it is what settles an argument about who broke the cold chain. No competitor in the UAE issues one as standard.
WHAT THIS BRAND WILL NOT DO
- No snowflakes, no swooshes, no thermometer icons, no arrows through globes.
- No stock photography of trucks at sunset. Product screens and real vehicles only.
- No certification claims until the certificate exists. HACCP, ISO and municipality references stay as placeholders.
- No gradient. No second shadow. No third radius.
- No motion that the user did not ask for.