ZAD

How do we reposition a traditional date-based snack for a more contemporary, active lifestyle?

Project Type
Branding / Packaging Design / Art Direction

Location
Saudi Arabia

Industry
FMCG

Challenge

As ZAD continued to grow its range of organic date-based snacks, the brand needed a packaging system that could bring greater clarity and distinction across its expanding portfolio.

The challenge was to create a more contemporary and engaging shelf presence that could capture attention and encourage impulsive buying, while retaining ZAD’s connection to natural ingredients, organic certification and its wholesome product proposition.

Each product needed to feel distinctive enough to stand out on the shelf and entice trial, while remaining immediately recognizable as part of the ZAD family.

Intervention

Blue Hat revisited ZAD’s packaging architecture to create a more expressive and cohesive product system.

We developed a color-led approach, giving each product its own visual territory while maintaining consistent brand recognition across the range. Ingredient photography and graphic ingredient cues were introduced to make flavors immediately identifiable, creating a more appetizing and eye-catching presence designed to trigger impulse purchase and encourage exploration across the range.

The packaging was also structured around a clearer communication hierarchy, balancing Arabic and English product naming, descriptions, certifications and key product attributes for quick recognition at shelf.

From Sesame Ball and Chocosimsim to Cocoa Ball and Chocoloz, each pack was designed to communicate its individual character while contributing to a unified ZAD portfolio.

The new system was then translated into a lifestyle-led art direction, placing the products within contemporary, active moments and extending the brand experience beyond the shelf.

Results

The new packaging system strengthened ZAD’s portfolio through a clearer visual hierarchy, stronger product differentiation and a more contemporary expression of the brand.

Distinctive colors, appetizing ingredient cues and clear product communication give each pack greater shelf impact, helping ZAD stand out, drive consideration and encourage impulsive purchase.

The refreshed direction also allows ZAD to move seamlessly across packaging, product photography and lifestyle communication, positioning the brand as a modern choice for wholesome, everyday snacking.

A more expressive ZAD — designed to stand out, spark desire and turn consideration into purchase.