One packaging system for a whole gluten-free range

THE BRIEF

Saudi GF makes gluten-free staples and baking essentials — the things that live in a kitchen cupboard and get used every week. Coconut flour, turmeric, cinnamon, the quiet backbone of everyday cooking.

The brand had recognition. The packaging didn't have a system.

Each pack had been designed on its own terms, so the range shared no logic. Shelf presence was inconsistent, the identity couldn't scale, and every new product meant starting from a blank page. The brief was to keep what customers already recognised and rebuild everything underneath it.

WHAT WE DID

We didn't redesign the packs one at a time. We built the framework they would all sit inside.

A motif system drawn from Gulf visual language — palm, camel, arabesque, geometric knot — gives the range a cultural signature that works as texture rather than decoration. It reads as place without announcing itself.

The palette came from the ingredients themselves. Six colours, each tied to something real: turmeric yellow, leaf green, cinnamon brown, oat beige, terracotta orange, deep burgundy. Each product family gets its own personality while staying unmistakably part of one brand.

Pack architecture was built around three jobs, in order. Recognise the brand. Read the ingredient. Find the variant. Icons and ingredient-led graphics carry the product attributes, which keeps the front of pack clear instead of crowded — the detail is there when you look for it, invisible when you don't.

The system holds across pouches, tubes and cartons, in Arabic and English, at every weight. Including for products that hadn't been developed yet.

WHAT CHANGED

A clearer identity. A stronger shelf presence. One unified brand system.

Each product now has its own shelf personality. Viewed together, the collection unmistakably belongs to Saudi GF.