The product, within the symbol.
An almond. Pistachio shells. A lotus flower. Three cues read together as a single mark, connecting the name to the product.
HIART × AREEJ ALHALA / AN IDENTITY STORY
From a single nut.
To an identity.
Areej Alhala. A journey through six directions, arriving at a flower carrying something of the product and something of the name.
Scroll to explore the storyBrand identity6 directions1 approved concept
THE QUESTION BEHIND THE STORY
How can a name
carry the flavour of an idea?
A nuts brand can be named in lettering. But what if we could see the product in its symbol, too? We read the six studies as different ways of answering the same question.
02 / EXPLORATION
Six routes.
One name.
Choose a route to explore its idea. The second concept is the approved one.
Open source board ↗02 / 06
CLIENT APPROVEDA product becomes a flower
Almond, pistachio shells and a lotus meet within a single symbol. This is the direction approved by the client.
Each route explores a different expression of the brand.
03 / INSIDE THE APPROVED IDENTITY
Then comes the name.
Arabic lettering gives the symbol a name and a voice. Green runs through the name; fuchsia returns in the descriptor to connect the lettering to the flower.
A mark with more than one format.
A primary lockup, a horizontal version and a circular seal. The composition adapts to its space while retaining its colours and character.
Colours connect the details.
Green and fuchsia on a cream ground. A contrast connecting symbol and lettering, ready to extend into patterns and applications.
Keep scrolling. Each detail opens the next scene.
04 / FROM MARK TO EXPERIENCE
The identity continues
beyond the logo.
The symbol grows into the pack.
We imagine the symbol’s leaves extending across the pouch, alongside a window onto the nuts inside.
From a single pack to a coherent family.
The mark repeats as a pattern, while green and fuchsia trade places across the box, lids and labels.
These packaging mockups are conceptual visuals illustrating the identity’s extension, not photographs of commercial production.
05 / WHAT REMAINS
An idea you can read.
An identity you can extend.
The client approved the second direction without giving a specific reason. Our reading: a mark carrying product cues, lettering carrying the name, and compositions that let the identity move between spaces.