ACAIR in collaboration with regional farmers in Pakistan, produced the first of its kind cold-pressed peanut oil without pesticides. The peanut oils had varying flavours that reflected the different regional soils the peanuts were grown in. We were challenged to bring this unique story to life through packaging design.
Our research began by identifying where the peanuts were being grown. They were sourced from Chakwal, Attock and Karak. We engaged an Urdu speaking copywriter to identify an urdu typeface called ‘Nastaliq’, commonly read in the cities where the peanut oil would be sold. We created three varying concepts that expressed this individuality.
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Our research began by identifying where the peanuts were being grown. They were sourced from Chakwal, Attock and Karak. We engaged an Urdu speaking copywriter to identify an urdu typeface called ‘Nastaliq’, commonly read in the cities where the peanut oil would be sold. We created three varying concepts that expressed this individuality.
Once we identified the core target segment cultural values, typeface and languages of the markets in which this product was to be sold our designers, copywriters and strategist worked collaboratively to design unique concepts. Each packaging design illustrated the difference in flavour of each peanut oil whilst ensuring correct usage of the Nastaliq typeface.
