MULOHA / CASE STUDY
Muloha — An identity shaped by its name
Visual identity and brand applications
Muloha is a salted-fish brand with products including sardines, fesikh and herring. I built its visual identity around the Arabic name, using the wordmark as the starting point for packaging, print and the brand’s wider presence.
My role: logo and visual identity design, colour and pattern development, and brand application visualisations.
The idea lives in the wordmark
The starting idea was to express the product through the lettering itself. The Arabic wordmark suggests the shape of a fish while retaining Muloha as a single, readable name. A simple Latin name accompanies it, supporting the identity across different applications.
A core palette with room for variation
Petrol and cream form the core palette, with lemon and coral used for accents and product differentiation. Positive, reversed and single-colour logo versions maintain clarity on different backgrounds and across print uses.
From the wordmark to a pattern system
Curves and forms inspired by fish and waves extend into repeatable visual units. The full pattern appears on wrapping paper, while smaller portions sit along card and packaging edges, keeping the identity present without competing with essential information.
One visual language across the product family
The packaging concepts share a consistent structure for the logo and product name. Petrol identifies sardines, coral identifies fesikh, and lemon identifies herring. Front labels, lid labels and sealing strips work together as one coordinated pack.
The identity in every handover
The visual language continues through thank-you cards, brand cards, bags, wrapping paper and closure seals. Colour and pattern placement vary between pieces, with the wordmark and core elements keeping the set recognisable.
A presence across the store and its content
The visualisations cover an apron and cap, the storefront, glazing and product menu, alongside digital content templates. The aim is to make Muloha recognisable across different touchpoints, from discovering the brand to receiving a product.