Brand and packaging concept
Azza — Gelato Brand Concept
A self-initiated brand and packaging concept exploring how an Egyptian gelato brand could be positioned with clarity and restraint.
Self-Initiated Concept Project
01
Overview
- Client
- Azza
- Industry
- Food and beverage
- Location
- Egypt
- Year
- 2026
- Category
- Brand Identity, Packaging, Concept Projects
- Self-Initiated Concept Project
- Services
- Brand concept · Packaging design · Identity system
02
The challenge
Local dessert brands often compete on flavour variety alone, without a unifying visual or verbal identity.
03
The direction
Build the brand around one clear idea — Italian craft made familiar for an Egyptian audience — and let the product speak first.
04
The system
Logotype, colour range, packaging structure, and a tone of voice that stays simple and confident.
05
The execution
Identity concept, packaging mock-ups, and a small set of launch applications.
06
The outcome
The concept demonstrates a brand and packaging direction for an Egyptian gelato business. It was not commissioned by Azza and no commercial results are claimed.
07
Project credits
Creative direction
JALAL
Design
JALAL studio team