JANA AL WEDYAN
Mouneh a cherished tradition
PROJECT TYPE:
Packaging & Branding
LOCATION:
Kingdom of Bahrain
DATE:
2022 - 2024
ROLE:
Lead Graphic Designer
LINK:
Jana Al Wedyan (aka. Valley's Reap) is a culinary brand rooted in Lebanese food traditions, offering high-quality, locally sourced products like jams, pickles, spices, preserves, and much more. I developed a cohesive bilingual brand identity, packaging system, services brochure and booklet, and in-store, retail collateral: signages, store front, posters, shopping bags... that significantly improved recognition, storytelling, and sales. The project bridged heritage and modernity, helping the brand connect with stakeholders, local consumers and regional buyers across the MENA region: Kingdom of Bahrain, Kingdom of Saudi Arabia, and Kingdom of Jordan.
Mouneh is a cherished tradition passed down through generations in Lebanon, reflecting a spirit of self-sufficiency, family connection, and the preservation of local food heritage. It refers to the seasonal preparation and storage of food at home, mainly for use during winter or when certain foods are out of season. Mouneh carries deep emotional meaning, linked to childhood memories, grandparents’ homes, and the scents of summer: thyme, jams, honey, labneh, cheese, olives, olive oil, and molasses all blending together.
"This project showed how strategic branding and packaging can unlock commercial growth, while preserving cultural integrity. I learned how to balance tradition with market demands, design across languages, and scale visual systems across print, retail, and export. Most importantly, it affirmed that great design can both tell a story and sell a product."
Here below you'll see a sample of the design and the design process:
objective
To create a distinctive brand identity for Jana Al Wedyan that reflected the Lebanese culinary heritage and established a modern, premium positioning in the MENA market.
To lead the design and execution of labels and packaging that complied with regulatory standards, and that appeals to both local and regional markets.
Increase visibility in retail environments "in-store" and online platforms, specifically Instagram.
To produce a comprehensive company profile and brochures, effectively showcasing the brand story and an extensive portfolio of 30+ products to promote to stakeholders and regional MENA buyers.
Challenges
Regulatory compliance: Creating designs that met local and international regulatory standards for food packaging while maintaining an elevated aesthetic.
Standing out in a competitive market: Differentiating Jana Al Wedyan in a crowded market of premium food products, while emphasising the uniqueness of Lebanese culinary traditions.
Research & Insights
Through competitor analysis, shelf audits, and interviews with the team, we identified key opportunities:
Consumers were drawn to visually distinct, story-rich brands, and different mixes in taste!
The market lacked packaging that reflected both tradition and modern food aesthetics.
B2B buyers valued clarity, consistency, and bilingual communication for regional scaling.
Brand Strategy
The strategy was to blend tradition with modern design thinking, creating a brand that felt authentic, vibrant, and export-ready.
Tone of Voice: Honest, heritage-driven, and approachable; bilingual/slang.
Visual Style: Rustic yet refined; green colours, traditional motifs, and clean typography.
Messaging Focus: Highlighted product origins, handmade quality, ingredients, and family recipes.
Brand Solution
The logo: features a glass jar with a plant inside it. The plant symbolises natural, and organic qualities and the jar is for the mouneh storage.
The Colours: The green symbolises nature, health, growth, and eco-friendliness, reinforcing the natural and organic qualities of the brand. Green is calming and associated with freshness and sustainability.
Created a bilingual visual system inspired and brand guideline to ensure long-term consistency across platforms.
Designed over 30+ product labels and packaging across categories.
Introduced clear, multilingual labelling for shelf readability and export compliance.
Produced branded signage, paper bags, and display banners for in-store experience and tell the brand story visually.
B2B Communication Created bilingual business profiles and product catalogues tailored to wholesale buyers.
Results & Impact
60% increase in brand recognition following rollout of new identity and packaging.
40% boost in product sales and 55% rise in visibility across retail channels.
35% uplift in in-store foot traffic and engagement through branded experiences.
Secured partnerships in 3 MENA countries, with 45% growth in B2B leads after launching bilingual marketing tools.
Jana Al Wedyan
Jana Al Wedyan
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