Creative packaging and brand design studio since 2012.

Specialised in strategy, brand and packaging design for all things FMCG, with a bright focus on food, glorious food.

Creating and recreating brands for all delicious things, from fresh, packaged to frozen foods; dairy, confectionary, snacks to beverages; and retail to restaurants.

Hello!

I’m Bassna Hassan. I’m a Creative Director with 25+ years of experience in the creative field.

I love food, I love packaging and I find it challenging and rewarding to use a brand’s smallest medium to tell its big story. 

I set up my packaging design studio in 2012 after 10+ years as a creative in ad agencies, (JWT before it became VML, Leo Burnett, BBDO and FP7). 

A Cairo based creative studio specialising in strategy, brand and packaging design for food and beverage brands.

I work with both new and established brands to help them find their voice, shape their identity, and bring it to life on shelf and beyond.

The structure is lean, linear, focused and tailored to the brand and the people behind the brand.

Long Term Partnerships I’ve partnered with some truly amazing people and their brands over the years, all working as a team with a shared sense of purpose and a long view perspective of the brand and its growth as the market evolves.

About

Philosophy

Keep it simple. Keep it human. Be brave. Be adventurous.

Strong, memorable brands have bold, bright personalities and loud, fresh voices. It takes mere seconds for your product to be chosen, and we need to be brave and adventurous enough to own those decision-making seconds.

The driving force behind every strategic and creative decision is how consumers feel, choose, interact with and remember the brand. Building, rebuilding and nurturing brands is approached with a blend of insight, strategy, creative intuition and a true spirit of collaboration - all supported with curiosity, a sense of adventure, guts and a lot of humour.

Expertise

  • Positioning, purpose, and strategy: what the brand stands for, who it’s for, and how it should act. Brand positioning, essence, voice, personality and naming

  • Logic across ranges, sub-brands, and product families, including portfolio and range structure, hierarchy and navigation.

  • Brand strategy and market understanding with intuition to create the magic spark that guides every visual and conceptual decision.

  • Development of the brands’ core visual identity - logo, typography, colour and graphic languages.

  • Designing packaging and packaging systems that work across multiple SKUs, formats.

    • Hero and master pack design

    • Range rollouts and extensions

  • Evolving existing brands without losing what makes them recognisable.

    Updating identity and packaging to reflect where the brand is going next.

    Including brand and packaging audits, range clean-ups and simplification, and visual and structural updates.

  • Documenting the brand system so teams and partners can apply it with confidence.

    Brand guidelines, packaging guidelines, style guides and usage rules.

  • Strategic support for companies or teams who need clarity, direction, or a second set of expert eyes. Ideation, brand and packaging reviews, portfolio and range advice, direction and decisions support, ongoing brand counsel.