Year: 2017- 2018
Client: ARCS Cultura Solidari
Brand Name: TATAOUI & OULETE ELFERCH
Missions: Packaging Design, Graphic Design, Advertising, Social media, Copywriting, Visual Merchandising & Coordination during sales events.
TATAOUI - PACKAGING DESIGN & ADVERTISING
TER-RE: "From Territory to Income, Capacity Building for Women and Youth in Tataouine"
TE-RE is a project developed by the Italian NGO ARCS in cooperation with the Institute of Arid Regions of Medenine (IRA) and funded by the Italian Cooperation (Italian Agency for Development Cooperation - AICS).
This project is located in the Tunisian governorate of Tataouine specifically in the villages of El Ferch, Douiret, Bir Amir, Ras Eloued and Bir Thlethine for a period of 3 years between 2016 and 2019.
The project's overall objective is to promote the socio-economic development of Tataouine's rural communities through the enhancement of traditional knowledge.
The specific objective of this project is to promote self-employment and socio-economic integration of women and youth in the five rural villages through the improvement of agricultural productivity, supply and diversification of tourism services through training and development of the private sector.
During this project, a company was created under the name of TATAOUI, to head the different activities carried out by rural women in the five villages.
TATAOUI is the Territorial Brand of the region of Tataouine. It prepares and markets local products but also provides tourist services to enhance the traditional know-how and promote the heritage of the region.
The requirement was to create various packages that are - as far as possible - based on natural materials and simple techniques, feasible and manageable by the groups of women producers and discuss with them the characteristics and feasibility of the proposed solutions.
Ants of tataoui
The general concept is inspired by the Arabic word "El Oula" which means the deposit. It turns out that human kind have taken over the principle of ants in this activity which is working hard in the summer to deposit food for the rest of the year.
This story is expressed in a playful way around the bossy and cheerful ants. Each product has its own ant icon and bright color-code. The labels are bilingual (French and Arabic) and the text is also written in a funny style.
The general concept is inspired by the Arabic word "El Oula" which means the deposit. It turns out that human kind have taken over the principle of ants in this activity which is working hard in the summer to deposit food for the rest of the year.
This story is expressed in a playful way around the bossy and cheerful ants. Each product has its own ant icon and bright color-code. The labels are bilingual (French and Arabic) and the text is also written in a funny style.
It was also asked to create posters and Facebook templates that would follow the same idea.
Before launching the new brand's products, a teasing campaign was held under the slogan of "HIBERNATION IS OVER", while using the local dialect. This campaign was divided on two parts, first teasing ads and social media templates and then revealing the great news to the inhabitant.
Because being playful is approachable, we've been able to tell a whole story and pass a message of optimism and fun through this insect and mainly to share a lot of values. In addition to this, we had enormous fun since introducing it to the women until meeting the final customers.
The biggest challenge was to choose illustration over photography. Also choosing to put an ant that is an insect on food products wasn't an easy decision but the concept was really appreciated by the rural women saying that it represented them and their way of working.
Last but not least, the engagement to create safe designs that do not harm the environment is always challenge.
Articles about this new brand:
If you want to support this project, follow TATAOUI on Facebook
