Sidr Honey is one of the most exclusive honeys in the world. This is in part due to its rarity; typically it is only available at local Yemeni markets. It is also one of the most sought after because of its mono-floral nature; the bees that create it only feed from the sidr tree in Yemen. The tree has long been famed for its health boosting properties and has been used as natural medicine for centuries.
Al Shifa wanted to make this prestigious honey more accessible to the rest of the world and therefore needed packaging that reflects the qualities that makes the product remarkable. Preliminary concepts drew on the brand’s ancient farming techniques, extraordinary medicinal properties and the culinary traditions that have surrounded the honey since its creation.
Packaging featured English and Arabic translations of the brand’s history to reinforce its authenticity. Unwrapping the jar from its outer packaging gives a sense of importance and ceremony. The white background juxtaposed withgold text suggests royalty and purity. The Yemeni landscape is silhouetted on the lower half of the pack as a reminder of the honey’s origin and the endeavour it takes to get the honey to the supermarket's shelves.