RAY

The Challenge

A Sprint Against Tradition

The goal was to disrupt the traditional incense market by adopting a coffee-pouch packaging style—a format rarely seen in this category. The true challenge, however, was time: I had to conceptualize, design, and finalize the entire visual identity and packaging mockup within a strict 24-hour timeline, balancing a minimalist aesthetic with a strong brand character.

The Solution

Modern Arabic Symbolism

To meet the deadline without sacrificing quality, I focused on smart, impactful details:

Typography: I chose a clean, legible Arabic typeface but customized the letter "Ya" (ي). I extended its tail to resemble rising smoke (reflecting the product) and ended it with a star symbol to inject a modern, digital-friendly touch.

Color Palette: Instead of loud patterns, I relied on a solid, deep Burgundy. This color offers a sense of "calm luxury" and warmth, grounding the minimalist design.

The Results

A Modern Visual Language

I chose to visualize the coffee-pouch packaging through flat art illustrations. This style complemented the minimalist concept perfectly, giving the brand a trendy, digital-first look. The combination of the illustrated style with the sharp Arabic calligraphy created a unique "poster-like" aesthetic that stands out for its simplicity and clarity.