The graphic and somewhat retro illustrative style hints at the golden age of Beirut in the 1960s, and the carefree lifestyle of the era. Each product owns a unique illustration and colour combination, giving the range an irresistible collector’s appeal. The packaging is intentionally free of conventional Middle Eastern cues, aside from the Arabic translation of the logo.

Since the launch of the new product range, the brand has seen a 15% rise in sales and significantly increased level of new enquiries. It has also secured its first order with one of the leading UK supermarkets.