Grit & Pearl

Featured Work Al’Fez

BRINGING BOLD FLAVOUR TO THE FOREFRONT: MAKING MIDDLE EASTERN CUISINE IRRESISTIBLE ON UK SHELVES

Middle Eastern flavours are bold, exciting — and for many UK consumers, still unfamiliar. When Al’Fez launched their Shawarma and Harissa Kebab Wrap Kits, they had a clear mission: make these dishes feel approachable, delicious, and easy to prepare.

The Challenge

The original Al’Fez meal kit packs weren’t pulling their weight. The category was underpenetrated. Shopper understanding was low. And the existing design just wasn’t doing enough to drive trial or appetite appeal.

How do you simplify a complex cuisine — and still keep it authentic? How do you make new flavours feel like everyday favourites? We knew design would have to do the heavy lifting. And we were ready.

Our Approach

We didn’t just redesign the pack. We rethought how the product talks to consumers — from first glance on shelf to final dish at home. Working within Al’Fez’s brand world, we rebuilt the design architecture around clarity, confidence, and craveability. Every change was purposeful — built to help shoppers navigate, understand, and say yes to something new.

We restructured the communication hierarchy so consumers could grasp what the product was, whilst new food photography showed the final dish more clearly and more deliciously.

We reimagined colourways to differentiate SKUs and cue flavour more powerfully, and streamlined the back of pack to communicate ease of preparation and cultural authenticity — no confusion, no clutter. And we made sure the design stayed visible and impactful within shelf-ready packaging.

The result? Packaging that feels both exciting and easy. A visual invitation into a new food culture.

What we delivered

  • 2 Skus Redesigned: Shawarma and Harissa kebab wrap kits
  • Full pack rollout including front, back, and inner lid
  • Delivered for UK-wide distribution in retail environments with minimal design space due to srp
  • A strategic evolution – not a revolution – designed to inspire trial and drive sales without losing what makes the brand unique

The Result

The new Al’Fez packaging works harder with clearer on-shelf communication and simplified SKU navigation; with flavour profiles clearly cued. Updated Meal Kits are a more authentic, confident presentation of Middle Eastern cuisine; breaking new ground in a growing category and furthering the Al’Fez Brand Purpose to ‘Unleash Middle Eastern magic in every home’.

Middle eastern food which is vibrant, craveable, and easy to try – delivered with smart design, strategic thinking, and a taste for what’s next. Grit & Pearl