Moroccan colors, patterns inspire custom brand icon

Spicy Moroccan condiment packaging combines traditional North African influences with a contemporary feel for an exotic, premium appearance on-shelf.

Pw 39153 Mina Harissa Spicy 0

A stylized red bell-pepper design influenced by Moroccan tile patterns and shapes serves as the brand icon for the debut product from Casablanca Foods of New York City. Launched in spring 2011, Mina Harissa is based on traditional Moroccan harissa red pepper sauce, but has been crafted to the unique taste and style of the founder’s mother, Mina. The condiment’s six key ingredients—red pepper, chili pepper, garlic, salt, oil, and vinegar—are cleverly represented in the icon, which serves as the main graphic element of the new product’s packaging.

The visual appearance for Mina Harissa was developed by brand design partnership Monday Collective, which was guided by founder Fouad Kallamni’s expectations “to have a world-class identity and design that differentiates on-shelf while telling an authentic Moroccan story,” Kallamni relates.

To gather inspiration and ideas for the product packaging, Monday Collective co-founder Rochelle Martyn says the firm tapped into the client’s, as well as another expert’s, extensive knowledge of Moroccan culture. “We reviewed design inspiration from traditional Moroccan patterns, shapes, colors, and type, as well as looked closely at Moroccan cuisine and other cultural influences,” she says.

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