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The Sultan's Cuisine

Middle Eastern food company, producing an exciting, quality range of authentic goodies!


To create an eye-catching Brand and new packaging to gain shelf space and compete with the big brands in the major supermarkets.

what we did

Fly teased the brand story and romance of Middle Eastern imagery into a powerful brand Identity. Working from a lacklustre and poorly executed old identity, we created a strong and vibrant brand logo which encompasses magical stars on a blue night sky and shimmering gold effect which tantalises the viewer and promises a mystical journey of taste. Bright and bold with the excitement of something new, exactly what the major supermarkets have been looking for in line with the growth of ethnic foods. On shelf the identity and packs create a powerful wave of branded header with striking variant colours, a clear message to create that desire to buy. Using evocative graphics, gold and lush rich colours reminiscent of jewels, silk cloth and midnight skies matched with clever copy we have created a range of materials that reflect the brands true values.


Increased sales and currently on sale in Tesco, Asda, Musgrave stores and in Holland, where The Sultan's Cuisine had previously struggled to attract supermarket interest due to its poor brand and packaging.