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Dubai, United Arab Emirates
Food & Beverage

Creative Strategy & Positioning
Brand Identity


The goal of this project was to rebrand a homegrown business so the design would translate its story and brand values.


We incorporated the family’s story of their love for baking and used the main ingredient of ‘wheat’ to play a part in their identity. The tagline was created “baked with love”, which helped shape the entire story of their 360 transformation.


Endless amounts of collateral were created for this brand, since packaging played a vital role in their success. The logo inspired a plethora of options in pattern design which really helped give each package its own unique feel.


The baking facility was also branded with individual category icons which helped the internal service process run swiftly and improve company morale.

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