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Reya Ahmed

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Cutter & Squidge

Packaging Design, Branding & Identity
Year: 2024
Team: Reya Ahmed, Caitie Smyth
Cutter & Squidge is a popular family-run bakery and cafe in West London. For Ramadan, they rolled out a special line of desserts and treats with new packaging.

The limited-edition packaging uses a contrasting palette of teal and pastel pink in intricate geometric patterns. Keeping in line with the brand’s warm and homely identity, I created patterns, labels and visual elements that are evocative of tradition but with a contemporary mood. The celestial motifs, colour palette and art direction are crafted to celebrate their target audience and large Muslim clientele.