LATIF WASSILI: This is a nice and friendly bakery that has been around since 1897. It’s one of the oldest and most famous bakeries in Egypt, located on El Gomhoria Street, El Attaba. It holds a special place in the hearts of some of its customers. Many people say that the first time they tasted our bread they were children, and now they bring it to their own children. Because some things taste the same… and this is the best recipe.

The Problem: Plastic + Foam Trays
The original packaging relied on plastic and foam trays — materials that are non-biodegradable, single-use, and visually unremarkable. This outdated solution created environmental waste and did nothing to express the brand’s authentic cultural roots.

Project Scope : Visual design and Structural design

1)Visual Language & Cultural Identity
Visually, the design draws inspiration from Kufic script, a traditional Arabic calligraphy style known for its bold geometry and structured elegance. This visual reference brings heritage into every fold, celebrating Arab identity without relying on clichés.

The color palette reflects the product itself:

Cream → Flour
Caramel → Baked dough
Dark brown → Crusty bread

These earthy, food-related tones make the wrap feel natural, appetizing, and rooted in tradition. The background texture adds warmth and softness, while the geometric motifs build a consistent, recognizable brand presence.

2)Structural design
The new packaging replaces plastic and foam with biodegradable beeswax wrap — a sustainable alternative that enhances the product both functionally and emotionally.

Made from organic cotton infused with beeswax, this material is:

Eco-friendly and compostable — naturally breaks down without harming the planet.
Reusable — can be washed and reused multiple times, reducing waste.
Breathable and food-safe — keeps baked goods fresher for longer.
Naturally antimicrobial — adds food protection without plastic.

Beyond its functional benefits, the wrap elevates the customer experience — it looks and feels premium, encourages reuse, and reflects a brand that values quality, tradition, and responsibility.

Printing & Material Details

Material: Organic cotton infused with beeswax (beeswax wrap) which is cotton fabric coated with beeswax
Print Type: Screen printing or rotary printing
Number of Colors: Single-color print