Every meaningful project starts with a story. For World Environment Day, we collaborated with Fichier Caché to create a merchandise campaign inspired by Labib, the iconic character that introduced generations of Tunisians to environmental awareness. Our goal was to transform a familiar symbol into a contemporary collection that connects nostalgia with a message that still matters today.
From creative direction and storytelling to merchandise design, stickers, packaging, and campaign visuals, we developed a cohesive identity around one simple idea: "Protecting the Planet is Everyone's Responsibility." More than a product launch, the project demonstrates how thoughtful design can revive cultural icons and turn them into meaningful experiences for a new generation.