Brands can no longer simply rely on their ethical and fair trade credentials to compete. Identifying unique stories and benefits is essential.
We wanted to portray Palestinian produce as rare culinary gem, to market Zaytoun’s produce as a taste experience for all people with novelty seeking palettes.
The new brand line ‘Rooted in Time and Tradition’ repositions the brand's produce around the idea of protecting ancient food wisdom, shifting the emphasis from solidarity for the region and people to a story about quality and luxury.
The packaging is designed to be seen as an elegant gift, or self treat, combining Anglo and Arabic graphical language.
Brand positioning
Brand line creation
Packaging design
Copywriting Brand guidance
Business Results
Sales are on the increase for the brand, now having moved beyond listings in Oxfam and Wholefoods Market to Harrods and Selfridges.
“Thanks so much for what you've helped us achieve. We've come a long way”!
