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Tatiana Khoury

MS in Environmental Design - 2 yr Furniture and Fixture — Graduate Spatial Experience Design
Course:
GPKG-302 Package Design 3
Faculty:
Gerardo Herrera

Sadaf | Food | Branding and Packaging Design

Sadaf is an established Mediterranean Food Brand that has authentic and quality products. However their current packaging lacks consistency and does not appeal to millennials interested in cooking and trying new cuisines. The design challenge was to create a visual system that supports Sadaf’s goal of evolving into a “world-brand.” This project gave me an opportunity to combine my illustrations and photography to portray my concept of cultural connection.
Project Website:
https://www.tatianakhoury.com/work/sadaf
The new logo maintains the curvature but allows for clarity and clear hierarchy when utilized on packaging.
To pay homage to the founders of Sadaf and their story of immigrating to the United States from Iran, I created a symbol that would be featured on all of their products.
Each package has custom illustrations and patterns of the products to convey the playful nature of cooking.
The form of the Falafel Mix was changed from a box with a plastic bag to a compostable stand up pouch that reseals. This is not only environmentally friendly but allows a consumer to mix as much as they need and store the rest in the fridge until their next use.
Since the product naturally separates, the tahini package utilizes a 100% Biodegradable PLA bottle that allows the consumer to shake the product and also control the portion that is poured out.
These are my Midjourney ideations of how I envisioned the food to be photographed.
I tested out my Midjourney creations quickly on the forms to provide proof of concept that photography integrated nicely on the labels.
I collaborated with a photographer to bring my vision to life. I cooked the food, styled them, and art directed the photoshoot. I enjoyed the process of learning how to use AI as a tool for ideation and seeing my ideas come to life in the photoshoot.
The final photographs used on the product line labels.
By art directing the photoshoot I was able to create additional photo assets to utilize for brand awareness in a new Sadaf food truck. My proposal is to use the food truck to introduce a younger generation to the food of the Middle East. Bringing the excitement of cooking into stores, the end cap display highlights a recipe and the products needed to create it.
This project taught me how to create packaging for a product line of different forms that is cohesive and appeals to the target audience.