Amjaad Sweets | Branding Identity & Packaging.

See the entire project on my Bēhance.

Amjad is a home-made sweets shop based in Saudi Arabia. This is a family shop that produces these lovely sweets and I was commissioned to create a brand identity and a logo for their business. The concept was to take the word “Amjad/أمجاد” which is the name of the chef lady and represent it in a form of cupcake. Arabic lettering is really awesome when it comes to Arabic based typographic logo-mark because of its flexibility and variety of shapes and forms.