Packaging design for Hallab 1881

I created a visual for the prepacked baklava box of Hallab 1881, a Lebanese sweets brand, based on Hallab’s visual identity, the charm of Tripoli and the richness of its culinary tradition.

Objective of the design

Understanding Hallab’s values, identity and audience:

Hallab 1881 comes from the historic city of Tripoli and is known for its authentic recipes, delicate flavors, and finest ingredients. The iconic “Kasr El Helou”, a key part of their identity, is a place that inspires imagination and carries history. The use of deep green and gold in their visuals reflect warmth and luxury.
Hallab attracts locals, expats, and travelers looking for an authentic taste of Lebanon.

Why create a new illustrated design:

To stand out in fast-paced settings
like airports
To set the brand apart
from competitors
To elevate the product as
a premium gift

To be reused as a box
or decorative piece
To highlight Hallab’s uniqueness
through a rich illustration
To reflect Tripoli’s heritage
in a visual narrative

Concept development

Concept: The Hidden Chest of Tripoli

Tripoli’s seaside, the castle “Kasr El Helou”, the color gold: I instantly pictured a mythological tale from ancient times with pirates and mermaids, and a hidden chest that contains… baklava!
A story-driven illustration adds emotional value to the packaging, turning it into a conversation piece that feels more memorable, giftable, and meaningful, especially for expats and travelers.

What inspired this design:

History, mythology, nature, culture.

Aesthetics:

I wanted to illustrate the story of the hidden chest by making the chest the central element, filled with baklava, and with “Kasr El Helou” in the background. The scene is surrounded by detailed elements representing Hallab’s flavors: almonds, pistachios, walnuts, pine nuts, rose, orange blossom, and cashews. A mermaid and a boat are subtly integrated to add a sense of mystery. The overall ambiance aims to evoke luxury, storytelling and richness of flavor.