Hilana - follow the flavor
Branding, Food, Packaging
2016
Hilana makes Jerusalem-style falafel, built on family recipes and years of dedication. As the business grew, we wanted to give it an identity that reflected the care behind the food and the happiness of discovering something delicious.
“Fresh From the Market” was the base of our storytelling, honoring how the brand started in Markets and fairs.
We looked at old fruit and vegetable markets, where each pile of produce had its own price tag and everyday shopping was full of things to catch your eye. Those tags became a starting point for the typography, with their distinctive cuts carried through the lettering. They also inspired the many stickers that appear across the identity, bringing that same sense of discovery to Hilana.
On the wraps, the pattern becomes a little game. A net shopping bag, a market scale, cutlery and spices give people details to find as they unwrap their food. Patterns sit within patterns, adding texture between the illustrations. A subtle Palestinian motif is woven into the mix as a reference to the Jerusalem-style falafel and the heritage behind it.
The colours come from the ingredients themselves. Cabbage purple and parsley green create a strong contrast, bringing the freshness of the food into the design. Together with the stickers and playful details, they make the whole identity feel happy and upbeat, carrying the “Fresh From the Market” story with a handmade approach.
