KARKADE

CLIENT:

BEVERAGE BRAND · GIZA

IDENTITY · EDITORIAL · PACKAGING

Close-up of printing ink being mixed with a palette knife on a steel slab

A beauty brand obsessed with structure. We took that obsession literally — every layout, every composition, every typographic decision governed by a single geometric principle that runs through the entire system.

challenge

KARKADE

A hibiscus drink competing on a shelf where everything shouts. The category defaults to red, gold and a photograph of the fruit. The client had the better product and the worse package, and the brief was to fix the second without adding cost to the first.

A row of identical unlabelled glass bottles on a shelf, hard side light, repeating shadows

A market stall shelf densely stacked with unlabelled bottles, hard afternoon shadow

An empty shelf in a corner shop with hard light from the doorway

Stacked flat unprinted folding cartons on a workbench, raking light on the fold creases

results

IDENTITY · EDITORIAL · PACKAGING

A packaging system built on Arabic lettering rather than imagery, printed in two colours to hold the unit cost. The same system carried into point of sale, market stalls and Ramadan gifting boxes. It now reads as one brand from three metres away, which is where the decision is actually made.

KARKADE

READY TO MAKE SOMETHING WORTH KEEPING?