Lazeeza
Brand Identity, Packaging
Design a spirit brand & its special packaging.
Sept 2022—Dec 2022
The goal of the project was to create a spirit brand and special gift packaging.
My task was to choose a type of spirit, which could include Vodka, Gin, Rum, Tequila, Whiskey, or any other select spirit, excluding wine, beer, or low-alcohol products. I chose a popular Turkish spirit, Raki.
To create a stronger connection with my brand, I wanted to incorporate designs and aspects from my religious background, Islam, which ironically does not have a connection with spirits or liquor. However, since Turkey and Islam are connected to the Middle East and much of the art is influenced by Middle Eastern culture, I found a way to include elements from this culture into my work.
Overview
These designs are from Arab culture and are commonly seen throughout the region in the form of mosaics. These mosaics are a signature of Middle Eastern culture, featuring symbolic representations of stars, flowers, and other geometric shapes.
Following the style of Arabic mosaics, I created a series of designs ranging from simple to intricate and detailed. While working on these designs, I experimented with various forms and placements to see how the names and patterns would work together for the final product.
Why ‘Lazeeza’?
Because I wanted to express more of the Arabic culture, I collected a series of Arabic words and phrases, with meanings ranging from liquor to blessings. To target an American or English-speaking audience, I incorporated both Arabic and English names to appeal to respective consumers, ensuring the cultural essence was conveyed to bring out the spirit. The final name I chose was Lazeeza, meaning "delicious."
PACKAGING
