Cúrame—Spanish for “heal me”—is a dessert brand born in Dubai, rooted in the belief that true indulgence should nourish both body and soul. With a product line free from gluten, refined sugars, and artificial ingredients, the brand aims to redefine the idea of dessert—not as a guilty pleasure, but as a form of healing and care.
The creative direction focused on expressing emotional warmth and visual purity, steering clear of clinical or overly minimal aesthetics often associated with healthy products. The goal was to build an identity that feels soft yet confident, refined yet sincere.
The logotype is designed with gentle curves and open forms, conveying calmness and balance. A muted color palette—grounded in earthy, natural tones—was selected to reflect well-being and authenticity. Typography is clean and structured, with subtle variations in scale to create rhythm and intimacy across applications.
Packaging plays a key role in bringing the brand’s promise to life. Clean layouts, thoughtful spacing, and tactile material choices make each product feel cared for and considered. The overall system is minimal without being cold—allowing the product to shine while reinforcing a tone of quiet confidence.
Through this identity, Cúrame stands out from the sea of generic “clean-eating” brands by offering something deeper: a sensory and emotional experience. It’s not just about healthy ingredients—it’s about how dessert can feel healing, joyful, and beautifully designed.
CREDIT
- Agency/Creative: Amjad Battal
- Article Title: Cúrame Branding and Packaging Design by Amjad Battal
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Arab Emirates
- Agency/Creative City: Dubai
- Market Region: Middle East, Global
- Project Deliverables: Art Direction, Brand Design, Brand Guidelines, Brand Identity, Brand Mark, Brand World, Branding, Calligraphy, Creative Direction, Logo Design, Packaging Design, Packaging Guidelines, Typography
- Industry: Food/Beverage
- Keywords: Packaging arabic Food Health funny ILLUSTRATION visual identity dessert natural cookies
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Credits:
Brand Designer: Amjad Battal
