TATAOUI Packaging, 2017
TATAOUI prepares and markets local food and cosmetics products but also provides tourist services to enhance the traditional know-how and promote the heritage of the region.
design brief: 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 proposed solutions.
retained design: The general concept is called "The Ants of TATAOUI" and 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 fun style.
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:
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