Case Study

Talat

A Brand Shaped by Heritage.

Overview

Talat is a Saudi fusion confectionery brand that reimagines local delicacies through a contemporary, globally-minded lens. With deep cultural roots and a fresh approach to flavor and form, Talat bridges tradition and innovation through a carefully crafted brand world that feels both familiar and new. Chemistry was tasked with creating a full visual identity system and packaging experience that would communicate Talat's values and help it stand out in a competitive market.

Challenge

How can a brand rooted in Saudi culture appeal to a new generation of consumers with global tastes? The challenge was to develop an identity that preserved cultural authenticity while introducing a visual and verbal language that could resonate across borders and generations. The brand needed to feel premium but accessible, traditional but modern.

Solution

We developed a visual identity that honors Talat’s Saudi roots while embracing a contemporary, globally appealing aesthetic. The design system is built around key cultural symbols — the falcon, coffee beans, and wheat — reinterpreted as bold, graphic illustrations. A rich color palette inspired by Saudi interiors and folklore adds warmth and depth, while a dynamic, adaptive pattern system brings flexibility across packaging and communication. The result is a brand that feels grounded yet fresh — proudly local, with international flair.

Bringing Saudi nature to the table.

We grounded our concept in key symbols of Saudi heritage: the falcon representing pride and strength, the coffee bean for hospitality, and the wheat for abundance. These were transformed into a set of hand-drawn, stylized illustrations that could flex across different packaging and brand materials.

Typography combined sharp modern Arabic lettering with clean Latin typefaces to balance the brand’s local-global personality.

The color palette takes cues from Saudi heritage interiors and folklore, bringing together earthy tones and vibrant contrasts that feel warm, expressive, and unmistakably local.

A key element in the system is the dynamic pattern. Developed from simplified forms of the brand’s core symbols, the pattern adapts seamlessly across packaging, print, and digital. It brings energy, movement, and a sense of discovery to the brand experience — always changing, always familiar.

The packaging system allowed for differentiation across flavors while keeping the brand consistent and recognizable. Custom illustrations and textures were applied throughout to add richness and depth to every touchpoint.

Branding elements were designed to allow flexibility across formats, while maintaining a distinct, confident tone of voice.

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