Almthaq Alarabi is a heritage Saudi brand known for its mastery of traditional oriental sweets and Petitfour, where craftsmanship, generosity, and time-honored recipes define the brand’s legacy. As part of the Almthaq Alarabi Classic Range, I worked closely with my teammate Hisham on a series of core products, including the Mixed Petit Four and Chocolate-Dipped Baklawa. Our work spanned illustration research and briefing, packaging structure and redesign, layout re-arrangement, PET design, and the creative direction of the campaign visuals.
The objective was to refine and elevate the brand’s classic offerings while preserving their authenticity, creating a more cohesive, premium, and scalable system across packaging and communication. The campaign visuals were creatively directed by me and executed by Sulaiman Alsehaim at Diffuse, translating moments of gathering and celebration, rooted in brand heritage, into a contemporary and refined visual language.
