Labib is watching YouFichier CachéYear : 2026Categories : Product Design + Creative Direction 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 […]
Before becoming a nostalgic character remembered by generations, Labib was first an object. A simple figure printed on school notebooks, posters, educational material, and public awareness campaigns. It existed in classrooms, on desks, inside school bags, and on the walls of institutions. Over time, these everyday objects outlived their original purpose and became something else: carriers of memory. For many Tunisians, seeing Labib today is not just remembering a character; it is remembering a classroom, a schoolyard, a childhood routine, a specific moment in the country’s collective history. The object became more powerful than the message it was originally created to deliver. What was once a tool for education slowly transformed into a cultural artifact, proving that some designs do more than communicate. They become landmarks in our personal and collective memories. Decades later, Labib remains recognizable not because people consciously tried to preserve him, but because he became embedded in the physical objects that surrounded an entire generation.
In a time when most creative work disappears as quickly as it arrives, Hatem El Mekki created objects that refused to be forgotten. His posters, illustrations, stamps, book covers, murals, and countless visual works were never just images; they became containers of collective memory. Long before people spoke about personal brands, engagement, or content creation, he understood that creativity could leave a physical trace in the world. His work entered homes, schools, streets, books, and public spaces, becoming part of everyday life for generations of Tunisians. What makes his legacy remarkable is not only the quality of his art, but the fact that it survived its moment. While much of today’s creative output is designed to be consumed and replaced, El Mekki’s work continues to speak decades later because it was rooted in culture, identity, and purpose. He didn’t simply create visuals; he created memories people could hold, collect, revisit, and pass on. In many ways, his greatest achievement was transforming art into something larger than himself: a living archive of a nation, preserved not through algorithms or trends, but through objects that continue to exist long after their creator is gone.
TN78 PITCHROOTSYear : 2026Categories : Merchandise / Brand IdentityDimensions: Various
Balaclava x Keep HushLive From TunisYear : 2026Categories : Poster / Brand IdentityDimensions: Various
NA Space Agency Fichier Caché x ACSYear : 2023Categories : Brand IdentityDimensions: Various Not everything we build is meant to exist. Some things are meant to be believed in. North Africa Space Agency started as a question: what if our region stopped waiting for permission to dream big? So we built the answer an imaginary […]
NORF TAPE NORF CO.Year : 2025Categories : Album Cover + Creative DirectionDimensions: Various NORF is a curated audio-visual hub that brings to the forefront the contemporary music and culture of North Africa. The platform was born out of a passion for urban youth culture, to nurture an exchange between the regions and their global diaspora. […]
North Africa Club Fichier CachéYear : 2026Categories : Brand Identity + MerchandiseDimensions: Various North Africa Club : a fictional destination built somewhere between a roadside motel and a mirage. For Fichier Caché. We developed a merchandise drop rooted in North African visual culture but pushed into a space that doesn’t fully exist part memory, part […]
Hiddenverse Fichier CachéYear : 2022Categories : Brand Identity / 3D Modeling Dimensions: Various Hiddenverse is a digital fashion project developed in 2022 with Fichier Caché conceived and executed by XTRA Studio as a full creative system. From 3D garment design to character modeling and Instagram AR filters, the project was built as an end-to-end visual […]
D-SKINKY Detailing GarageYear : 2026Categories : Brand IdentityDimensions: Various
