Sarah Abreu
Creative Director
Portoflio_HomepageVingette-03.jpg

Dukkan

Dukkan is a Middle Eastern CPG brand with a very bold visual system. When I first encountered it, Dukkan was a very complicated, visually overwhelming brand. With the intent to stay true to what had been built, I stripped down some elements and elevated others. We were able to plan and shoot an official photoshoot, update the approach to design, and create something way more consumable for customers.

Responsibilities:
Creative Direction | Creative Strategy | Design Execution

The first big project was a product shoot - previously Dukkan only had isolated pngs of the product. We were able to create a library of dynamic images that spoke to the spirit of Dukkan.

The first big project was a product shoot - previously Dukkan only had isolated pngs of the product. We were able to create a library of dynamic images that spoke to the spirit of Dukkan.

We also simplified and optimized the brand's guidelines. Refining the color palette, typography and graphic elements to form a more cohesive system.

We also simplified and optimized the brand's guidelines. Refining the color palette, typography and graphic elements to form a more cohesive system.

The new brand voice was reflected on the site and Amazon storefront and informed various email and social campaigns.

The new brand voice was reflected on the site and Amazon storefront and informed various email and social campaigns.