Shadia from Cuzena told Gorilla:

“I have some amazing Arabic inspired recipes which I inherited from my father, I think it’s about time the western world got to try them”

Challenging the status quo.

The packaging design approach to Arabic food has become tired and formulaic- it seems that Cuzena’s competitors simply trace a tiled pattern, stick it on a jar and go to market. While this may result in a pretty looking package, the brands lack any real personality.

How we broke the rules of Arabic food.

We kicked Cuzena into sharp contrast by creating surreal and playful imagery packed with Arabian charm- we coined the tagline ‘Explore the Bazaar’ and showed people that the sharing culture of Arabic dining is really all about fun and flavour.

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