Originally launched under the Arena brand name, Al Fakher’s range of cocktail shisha molasses was failing to capture share in the US market. We were asked to rename and redesign the range to appeal to the growing college market.
Research helped us find out that our audience liked to mix molasses to create their own cocktails and share among friends.
Surrounded by edgier competitors all trying to embody the “Fast & Furious” / tattoo oriented street look, Al Fakher needed to be altogether different and more relevant to shisha enthusiasts.
Building on Al Fakher’s brand platform, we created 24 Sku’s that portray fresh and fun personalities by using a vibrant colour palette, custom made illustrations and a unique flavour based naming system - fit for a cocktail lounge.
The end result are unique collectable tins each expressing their own