As Abu Afif Sweets embarked on its next chapter of growth, we partnered with them to reimagine their brand for a global audience. We developed a refined visual identity, crafted a bespoke wordmark rooted in Arabic calligraphy, and designed a signature graphic pattern to unify their expanding product ranges. Our work included rethinking packaging, enhancing brand assets, and ensuring every detail – from colour palette to premium finishes – embodied heritage, luxury, and a contemporary outlook. This holistic brand transformation supports Abu Afif Sweets’ mission to delight customers worldwide with memorable, beautifully presented Iraqi confections.

Guided by Abu Afif’s mission to deliver authentic Iraqi sweets to the world, and their vision to become the leading global ambassador for Iraqi confectionery, we embedded the brand’s core values—heritage, quality, innovation, luxury, and inviting tradition—into every detail of the redesign. The wordmark and graphic pattern honour the brand’s deep-rooted history, while our packaging solutions embrace innovation and excellence, presenting each sweet as a premium experience. Through blending more modern design and authentic cultural storytelling, we ensured the new Abu Afif brand and packaging resonate with both long-standing customers and new audiences globally, creating truly memorable moments around every product.

In addition to redefining the Abu Afif brand identity, we conceptualised a completely new interior scheme for their retail store. Drawing inspiration from the brand’s refined modern heritage and luxurious packaging design, we created environments that immerse customers in the warmth and elegance of authentic Iraqi hospitality. The new interior scheme combines contemporary elements with traditional motifs, bespoke finishes, and curated details, ensuring every touchpoint within the store celebrates the Abu Afif vision of quality, innovation, and inviting luxury. This holistic approach strengthens the brand experience, making each visit to Abu Afif Sweets memorable and engaging