Life Is Sweet
Location: Casablanca, Morocco
Sector: Product Branding
Creative Strategy
Product Launch
Creative Direction
Editorial & Print Design
Packaging Design
A GRAPHIC EXPLORATION AT THE INTERSECTION OF ART & ARABIC CALLIGRAPHY.
This project is an ongoing one; A private commission for a client looking to open her very own dessert pop-up in the streets of Casablanca; her hometown.
THE CHALLENGE:
How to properly blend the traditional with the modern? How to integrate the old with the new? Can Arabic calligraphy, an expressive art form that is centuries old, and contemporary neon and stylized graphics ergonomically meet, while still staying true to the brand's story?
THE EXECUTION:
Nurture the personal - Bring the client's origins, identity, and vision to the fore.
Start with a blank canvas, and aim for harmony and balance in both shapes and strokes.
Watermelons and bananas are her favorite fruits.
Donuts and ice cream her guilty pleasures; The core offerings on her menu.
For this series, we knew that we wanted to explore scriptural forms, combined with vibrant pops of color that not only bring that candied and avant-garde visual expression to the center, but also her very own effervescent personality.
If you're an Arabic speaker, you'll notice the words 'Al Hayat Houlouwa' have been interspersed within some of the general design and motif - Meaning life is both beautiful and sweet!
