Packaging
mezete. Revamping a Middle Eastern brand for the rest of the world
Overview
mezete, a Jordanian brand, mastered Middle Eastern flavors with its Ultra Heat Temperature (UHT) technology, allowing authentic food to be transported worldwide without refrigeration—without compromising taste. However, their original black packaging lacked the authenticity and vibe of a Middle Eastern brand.
To revamp it, we traveled across the world to the lively streets of downtown Amman, immersing ourselves in its vibrant chaos. Instead of a clean, minimalist look, or cliched Middle Eastern patterns, we embraced the colorful energy and busyness of Amman’s Souks (Markets).
The calligraphy of Middle Eastern scriptures and poetry inspired our typography, becoming a key part of our design, while the hustle-bustle of the streets of downtown Amman influenced the busyness. The tone of voice is warm and inviting, rooted in Middle Eastern hospitality. We incorporated authentic Middle Eastern phrases like Sahtain (enjoy your meal) and W Afyeh (in health and wellness), among others, to reflect this spirit.
This combination of authenticity, vibrancy and busyness became the foundation of our visual identity system.
To revamp it, we traveled across the world to the lively streets of downtown Amman, immersing ourselves in its vibrant chaos. Instead of a clean, minimalist look, or cliched Middle Eastern patterns, we embraced the colorful energy and busyness of Amman’s Souks (Markets).
The calligraphy of Middle Eastern scriptures and poetry inspired our typography, becoming a key part of our design, while the hustle-bustle of the streets of downtown Amman influenced the busyness. The tone of voice is warm and inviting, rooted in Middle Eastern hospitality. We incorporated authentic Middle Eastern phrases like Sahtain (enjoy your meal) and W Afyeh (in health and wellness), among others, to reflect this spirit.
This combination of authenticity, vibrancy and busyness became the foundation of our visual identity system.
