Brief
Build an identity from scratch for four dips and spreads: Chili Oil, Kimchi, Olive Tapenade and Carrot Achar.
Brand identity & packagingCase 06
Flaré
Pop Art colour and retro illustration brought together in a food brand designed for a younger audience.
Project note
Target
The client wanted to attract young consumers, establish a strong presence on shelves and support sales through both retail and online channels. The positioning was mid-market, with the products presented in the brief as natural, preservative-free alternatives to conventional snacks.
Audience
Young consumers in Jordan, shopping online and in stores.
Challenge
The category was commonly presented as something that accompanies a meal and stays in the fridge between uses.
Insight
I wanted to give these jars a more visible place in young people’s lives: something to discover, share, take along and recognise on the shelf.
01Concept, wordmark & illustration
Two influences, one visual language.
Rebel Flavor. Premium Taste.
The client selected the name Flaré with the idea of a spark that young consumers were looking for. I translated that intention into a bold, colourful identity. The direction needed to connect the ingredients inside the jars with the energy of the audience outside them.
Art direction
I combined Pop Art’s strong colour and graphic impact with retro illustration and packaging composition. The illustrated ingredients and backgrounds established the retro character. Bold lettering and contrasting colours gave the identity its more assertive presence. I established this direction through a moodboard and agreed it with the client before developing the identity.
- Flanky was the starting point for the logo. I modified the letterforms and redrew selected characters to create a bold, distinctive wordmark. On the labels, the logo and illustrations take the lead. Their scale and relationship carry the identity across the range.
02AI presentation imagery
Taking the identity into everyday scenes.
- For the portfolio presentation, I developed product and lifestyle imagery using AI. The scenes place Flaré in kitchens, restaurants, trips and other activities associated with its intended audience.
03Four flavours, one packaging system
Let the ingredients organise the range.
- I created the ingredient illustrations in Illustrator to show what each product contains. The colours also come from the products themselves: orange for carrot, red for chili oil, and corresponding colours for the other varieties. This gives each jar its own identity within a consistent packaging system. The retro backgrounds and Pop Art colour remain connected across all four products.
- I selected the jars, then developed the label layouts and dielines using the dimensions supplied by the client.
04Bags & the two-jar gift box
Packaging for sharing.
- I also designed a gift box holding two jars, allowing different flavours to be shared between friends. That packaging was produced. The gift format extends the concept beyond an individual purchase into a social occasion.
05Objects, advertising & social explorations
Extending the identity.
- Bags, stickers, advertising and social applications explore how the identity could appear across those settings. These additional applications were developed for the presentation.
Independent Art Direction, Brand Identity & Packaging
- I worked independently across the visual concept, logo, lettering adjustments, illustrations, colour palette, typography, packaging, dielines and presentation imagery.
- The project shows how I combine artistic influences into a consistent direction, then carry that direction through products, compositions and brand applications.
- Brand identity & lettering
- Ingredient illustrations
- Colour palette & typography
- Jar labels & dielines
- Two-jar gift box
- AI presentation imagery & applications
The complete brand work was delivered to the client. Production of the two-jar gift box is confirmed. Product and lifestyle imagery shown in this case study was created using AI.
- Art Direction, Brand Identity, Illustration & Packaging
- Ahmed Sallam
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