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.
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.
XTRAHouse Stickers Pack Year : 2026Categories : Illustration
Fichier CachéWebsite RebrandingYear : 2025Categories : UI Design + Branding
Club Carré Event SeriesYear : 2026Categories : Brand Identity
PYM x FC Play Your Music (CAMEL) Year : 2026Categories : Creative Direction + Merchandise For our first summer collision, XTRA Studio linked with Camel × Fichier Caché. We built a tee around Play Your Music not as a slogan, but as a volume setting. Raw, loud, and meant for places where sound doesn’t ask […]
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.
Moon Camel Fichier CachéYear : 2025Categories : Brand Identity + Product Design
Objects In Process Studio TenYear : 2026Categories : Brand Identity + Graphic Design
KONNECTYear : 2025Categories : Brand Identity + UI DesignDimensions : Various
