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© Featured Project (No. 02 / 10) Branding

SEDR®

Year
2025
Type
Personal project, fictional brand
Scope
Identity, Illustration, Packaging, Campaign
Setting
Egyptian feteer, New York streets

AUTHENTIC EGYPTIAN FLAKES — SCROLL ↓

A woman in a black galabeya hands over a black SEDR takeaway bag
© The Brief(WDX® — 01)Concept
©

Sedr means “a metal plate” in Arabic.

See the work ↓

A fictional brand that delivers Egypt’s magical feteer to the bustling streets of New York. A personal design experiment that plays with typographic chaos, cultural storytelling and compositions, merging tradition with surreal urban fantasy. Sedr introduces the layered Egyptian pastry as a mystical experience.

© Brand Persona(WDX® — 02)Six Words
The SEDR logo: wordmark with Arabic lettering and the Teta mascot
FIG. 01The mark
Brand brief and persona slide with the oven illustration
FIG. 02Brief & persona
Campaign: “Your great grandma used to make it like this.” and “Teta said you can’t leave hungry.”
FIG. 03Campaign voice
“Authentic egyptian flakes” poster over a golden feteer
FIG. 04Authentic Egyptian flakes
Black takeaway bag and a wall of illustrated stickers
FIG. 05Packaging & stickers
Window poster and a blade sign on a New York street
FIG. 06On the street
Three social stories for SEDR
FIG. 07Social
A-board menu outside and a baker in a SEDR tee
FIG. 08Menu board & uniform
Storefront window and a poster with the illustrated grandma
FIG. 09Storefront
Posters, bags and totes in use
FIG. 10Out in the world
Primary typeface and the black and white palette
FIG. 11Type & colour
Menu, flakes and prints pegged on a line against the sky
FIG. 12Prints on the line
(WDX® — 04) Next project Branch & Bloom® →
© Get in Touch(WDX® — 05)Say Hello

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