The Souk Factory’s visual world grows out of a meeting of cultures and perspectives shaped by the stories and experiences of its co-founders, Myriam and Najim. The references they shared Moroccan graphic traditions, souk aesthetics, rich colours, and tactile materials reflected a blend of influences informed in part by Najim’s Moroccan and Amazigh heritage. This contrast and complementarity guided the creative direction, leading to a more vibrant and expressive identity that felt true to the brand’s spirit.

The symbol featured in the logo, also carried through the repeating packaging pattern, was developed by Hicham Illoussamen (@h.e.e.s.h). Drawing from their Moroccan and Amazigh heritage, they created a mark inspired by traditional facial motifs worn by women, evoking the sun rising over the Atlas Mountains. Their contribution added clarity, intention, and depth to the visual language.

For the packaging, the goal was to create something distinctive and tactile. We developed custom dielines in close collaboration with local manufacturers, working through multiple prototypes, material tests, and structural refinements to achieve the desired result. The incense packaging features the brand’s signature blue and orange, while the candles pair white ink with natural kraft and scent-specific colour palettes. The system is designed to grow with the product line.

Every aspect of the unboxing experience was considered. Textures, patterns, and expressive typography animate the exterior panels, while interior elements add layered detail to the experience. The prism-shaped incense box is a highlight. It offers a solid, unexpected form and uses every surface, inside and out, to reflect the character of the brand and the atmosphere of the founders’ workshop just outside Montreal.