Jeddah, Saudi Arabia
2024 - 2025
Client: Dots - Pillars Company
2024 - 2025
Client: Dots - Pillars Company
Challenge:
For Ramadan 2025, Dots needed more than festive packaging it needed a culturally rich, collectible design system. The goal: blend Saudi traditions with Gen Z tastes by creating packaging that tells stories, sparks nostalgia, and celebrates Ramadan in a playful, modern way. The challenge called for deep cultural insight, symbolic design, and emotional storytelling.
For Ramadan 2025, Dots needed more than festive packaging it needed a culturally rich, collectible design system. The goal: blend Saudi traditions with Gen Z tastes by creating packaging that tells stories, sparks nostalgia, and celebrates Ramadan in a playful, modern way. The challenge called for deep cultural insight, symbolic design, and emotional storytelling.
Solution:
The creative direction centered around the concept of “Old Souls, New Light” a mix of visual memory and modern spirit. I reimagined two culturally resonant symbols:
This packaging wasn’t just festive — it became a visual narrative.
The result: a culturally grounded, emotionally intelligent, and visually ownable Ramadan identity for Dots — designed to be displayed, shared, and remembered.
The creative direction centered around the concept of “Old Souls, New Light” a mix of visual memory and modern spirit. I reimagined two culturally resonant symbols:
- The fanous (Ramadan lantern), a timeless icon of warmth, light, and welcome, became the structural inspiration for the box itself.
- The camel, historically seen as a carrier of connection and patience, was transformed into a charming, illustrated character carrying mini Dots donuts, evoking themes of generosity, comfort, and childlike joy.
This packaging wasn’t just festive — it became a visual narrative.
- A custom color palette merged sun-washed earth tones and golds with Dots’ signature vibrant hues — balancing heritage with brand playfulness.
- A bilingual story card inside framed the packaging as a mini Ramadan tale — turning the product into an experience.
The result: a culturally grounded, emotionally intelligent, and visually ownable Ramadan identity for Dots — designed to be displayed, shared, and remembered.