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  • We were approached by Edita food industries which is one of the leading FMCG companies in Egypt and the Middle East. Their vision is to be the pioneering food conglomerate in the Middle East and Africa through creating loved brands produced, distributed and supported by expert and passionate people.
    The Edita team approached us with a challenge: to create a brand for a premium wafer that will challenge imported wafers in terms of brand image and taste and offer great value in terms of quality and pricing. Inspired by the unique shape of the product, its texture and colors we aimed to capture the simple delight that the brand stands for and bring it to life as a compelling design.
    The brand launched with great success and created instant hype, exceeding expectations.

  • Naming
  • Edita wanted to take to own the wafer category in Egypt, since no other competitor is communicating to the consumer even imported prodcut.
    So we wanted a name that is inherently Egyptian, yet a name that is synonimous with the product itself, sort of a reverse of what Kleenex has done to the paper tissue category.

  • Sketches

    Final Logo Design

  • Concept Development

    Inspired by the pattern of the wafer texture, coupled with the fact that this is the only pyramid-shaped wafer in the market. The triangle and diamond shapes were very apparent through the product elements.

  • The color palette was concieved organically, taking a sample from the product main elements, wafer biscuit and chocolate.

  • Design Element
  • Infusing the triangle element with the color palette, gives us a visual representation of the product. And also giving a visual idea of the ratios between the wafer and the chocolate filling

    Pack Color Palette

    Product variant color schemes

  • Patterns
    Color palettes for every product variant, based on the product filling.
  • Final Pack Designs
  • Final product in the market
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