o'ya
o'ya
A Pop-Art Twist on Libyan Tradition
A Pop-Art Twist on Libyan Tradition
Year
2025
Industry
Branding . Packaging
Space of work
Portfolio
Harees (North African chili paste) is deeply rooted in Libyan culinary history. The challenge was to take a homemade recipe typically associated with tradition and modesty and introduce it to a younger, modern audience.
The brand needed to honor its origins (named after the Oya region) without feeling dated. We needed to visually communicate "homemade quality" while screaming "bold flavor" from the shelf.
Harees (North African chili paste) is deeply rooted in Libyan culinary history. The challenge was to take a homemade recipe typically associated with tradition and modesty and introduce it to a younger, modern audience.
The brand needed to honor its origins (named after the Oya region) without feeling dated. We needed to visually communicate "homemade quality" while screaming "bold flavor" from the shelf.
Brand Strategy · Visual Identity · Packaging Design · Tone of Voice · Copywriting
Logo
Principal
Logo
Principal
The logo centers on a typographic twist: the apostrophe is replaced by a stylized chili pepper, turning a grammatical mark into a flavor cue.
This simple substitution creates an ownable icon that instantly communicates the product's fiery nature.
Logo Mark form
We extracted the chili motif from the wordmark to create a versatile symbol a 'punctuation mark of flavor' designed for social avatars and stickers.
We extracted the chili motif from the wordmark to create a versatile symbol a 'punctuation mark of flavor' designed for social avatars and stickers.
We turned the chili icon into a rhythmic 'confetti' pattern, visualizing the explosion of flavor found inside every jar.
Packaging System
We abandoned traditional heritage cues for a color-blocked system that demands shelf space. The 'O'ya' wordmark hugs the curve of the jar, creating an infinite loop of typography that encourages consumers to pick up, turn, and interact with the product. Each SKU gets its own electric monochrome palette to signal its distinct flavor profile.
Pop Jars
The Shelves Stand-outs
For the flagship Original Flavour, we shattered category norms by swapping standard chili reds for a shocking electric pink. This bold choice serves two purposes: it acts as a high-contrast stage for the red logo to pop, and it instantly differentiates the product on crowded shelves. It’s the visual equivalent of the spicy kick inside unexpected, vibrant, and impossible to ignore.
Instantly differentiates the product on crowded shelves. It’s the visual equivalent of the spicy kick inside unexpected, vibrant, and impossible to ignore.
Expanding the system. We translated the rich, salty profile of Parmesan and Olives into a vibrant yellow-and-green identity that feels fresh, modern, and distinctly Mediterranean.
Translating the texture of avocado into a flat graphic style required a bold approach. We used smooth, matte green tones to evoke creaminess, intersected by sharp yellow typography that acts as the 'acidic' visual cut. The result is a packaging design that looks exactly how the product tastes: smooth, bright, and full of punch.
Pop Jars
Louder Than
Appetite
Louder Than
Appetite
We turned the volume up on every asset. By pairing the maximalist packaging with a quirky, motion-inspired photography style, we ensured that O'YA feels less like a condiment and more like a lifestyle. It’s colorful, it’s loud, and it’s impossible to scroll past."
We turned the volume up on every asset. By pairing the maximalist packaging with a quirky, motion-inspired photography style, we ensured that O'YA feels less like a condiment and more like a lifestyle. It’s colorful, it’s loud, and it’s impossible to scroll past."
in conclusion
A brand identity that bridges the gap between the grandmother’s kitchen and the modern dinner party.
O'YA stands out as a disruptor in the condiments aisle, proving that "homemade" doesn't have to mean "quiet."
A brand identity that bridges the gap between the grandmother’s kitchen and the modern dinner party.
O'YA stands out as a disruptor in the condiments aisle, proving that "homemade" doesn't have to mean "quiet."
Germany
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Here are some quick answers to the things I get asked most often
01
What kind of work does Makers' Studio do?
02
Do you handle strategy and production, or just one side of it?
03
What industries do you work with?
04
How much does it cost?
05
How long does a project take?
06
What do I actually get at the end?
07
How does a project with you typically start?
08
