XTRA studio is a multidisciplinary design practice and independent publishing house rooted in Tunis, North Africa. We operate at the convergence of visual culture and tactile craftsmanship, providing specialized services in creative direction, art direction, and merchandise creation. Our expertise lies in developing narratives that transcend surface aesthetics. Through our publishing division, we produce posters, books, and magazines that document and define the contemporary landscape. By exploring the technical and emotional nuances of printing, we craft distinctive visual languages that bridge local heritage with a global design dialogue.
Fichier Caché x Lamiri Harissa
Creative Direction, Merchandise
The project began with a simple question: how can we translate the essence of Harissa, its spice, its labor, its cultural weight, into design? with Fichier Caché and Lamiri Harissa we explored Tunisia's visual and emotional relationship with this staple, tracing its journey from local farms to kitchen tables. The truck became our central symbol, that humble machine connecting land, labor, and culture. From there, we developed the full creative direction: concept, art direction, branding, merchandise, and production. We transformed the truck into a moving icon, a bold pink vehicle, fully branded from top to bottom, carrying Harissa cans, stickers, air fresheners, and t-shirts. For marketing, we brought the concept to life, literally. We built the real truck, turned it into a mobile installation, and shot the campaign across Tunisia. Even after the activation, the truck remained on the road, still branded, offering ongoing visibility long after the campaign ended.
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Fichier Caché x Lamiri Harissa
Studio X-Research
Everyday objects are never as innocent as they seem. The moment you add a graphic, they stop being silent and start carrying meaning. A plate, a hat, or a mouse can instantly shift from utility to commentary, from background noise to statement piece. That tension is what drives this research : to see how design interrupts the ordinary and changes the way we read what surrounds us. This is a personal research project under XTRA Studio where explore how sarcasm, irony, and context can transform an object into a message. That's the power of Everyday Propaganda: turning the most overlooked things into the loudest voices
AED 2026
Mottamar
Art Direction & Poster Design
At the crossroads of sound, culture, and innovation, Mottamar creates a platform for dialogue on the future of Arabic electronic music. We developed the full branding and art direction, from visual identity to communication assets to translate the project’s vision into a clear, energetic, and purpose-driven visual system.
Arabic logo by Farah Fayyad
Art Direction by XTRA Studio
Objects in Process - S10
Art Direction & Poster Design
Developed for a creative workshop event. The identity was designed to attract and engage participants through bold visual language, dynamic typography, and an experimental approach that reflects the collaborative spirit of the workshop.
S10
Fichier Caché
Concept & Merchandise Design
Concept & merchandise design For Fichier Caché. From bootleg stickers to a fictional race team, a North African take on speed and identity
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EMV
Creative Direction & Album Cover
Everyday objects are never as innocent as they seem. The moment you add a graphic, they stop being silent and start carrying meaning. A plate, a hat, or a mouse can instantly shift from utility to commentary, from background noise to statement piece. That tension is what drives this research : to see how design interrupts the ordinary and changes the way we read what surrounds us. This is a personal research project under XTRA Studio where explore how sarcasm, irony, and context can transform an object into a message. That's the power of Everyday Propaganda: turning the most overlooked things into the loudest voices
AED 2026
