Art Director: MUSTAFA ABDELNABI ALI
Location: Egypt
Project Type: Packaging Design
Produced Client: MAXELLO
Product Launch Location: Egypt
Packaging Contents: Biscuits
Packaging Substrate / Materials: Polypropylene

Project Description for MAXELLO Biscuits Packaging

MAXELLO Biscuits is a new product line from the confectionery brand Maxello, under the Koning ownership. As part of the brand’s expansion into diverse snack categories, I was tasked with designing packaging that would establish MAXELLO as a modern, premium biscuit brand in Egypt. The design process began with an extensive analysis of competitive packaging in both local and global markets, focusing on identifying trends, consumer preferences, and opportunities to differentiate MAXELLO.

The resulting packaging is bold, vibrant, and highly visual, designed to capture attention on shelves while communicating the brand’s core values: quality, indulgence, and versatility. Each flavor variant—Coffee Biscuits, Cocoa Biscuits, and Tea Biscuits—is represented by distinct color schemes and imagery that highlight its unique taste profile:

Coffee Biscuits : Warm brown tones evoke richness and sophistication.
Cocoa Biscuits : Deep chocolate hues emphasize decadence and indulgence.
Tea Biscuits : Bright red and golden accents convey freshness and natural ingredients.
The packaging features clean typography, clear product visuals, and subtle textures inspired by the biscuits themselves, ensuring easy recognition and appeal across different flavors. This cohesive yet versatile design not only positions MAXELLO as a trusted brand but also caters to a wide range of consumer tastes and occasions.