Diseño de packaging alimentario para Zumaque

Cómo construimos una identidad visual que desafía los códigos del lineal de congelados

The Origin: Family Recipe and Lebanese Cuisine on the Mass-Market Shelf

The freezer aisle of a supermarket is one of the most demanding environments for a brand: cold, saturated, and dominated by an industrial aesthetic that rewards uniformity. Zumaque came to Pixelarte with a radically different proposal. A line of Lebanese-inspired culinary products—falafel, kubbeh, shawarma croquettes, and kuveg—with something very few brands in its category can claim: true authenticity.

Take the falafel, for example; it follows the exact recipe the founder’s mother used decades ago. This family heritage isn’t a marketing gimmick; it’s the core of the product, establishing a real qualitative difference compared to the more industrial preparations that dominate the market. Zumaque was initially born for the HORECA channel—hotels and restaurants that incorporate these products into their dishes and menus—and had decided to make the leap to the mass consumer market without sacrificing its artisan origin.

The project they entrusted us with was comprehensive: logo design, food packaging design for both channels, art direction, photography, illustration, a brandbook, and the complete development of the brand’s storytelling and tagline.

Two Channels, One Visual System: Mass Consumer Market and HORECA

One of the most interesting challenges of the project was designing two lines of food packaging in parallel. They had very different needs but had to share the same visual DNA. Mass-market packaging—designed to compete in the supermarket freezer aisle—demands immediate impact, legibility from a distance, and an identity that invites consumers to pick up the product. HORECA boxes and labels follow a different logic: they are the working materials for cooks and head chefs who integrate Zumaque’s products into their own dishes, whether as side dishes, main ingredients, or combined with their own creations.

Both lines draw from the same graphic system, but each speaks the language of its target audience. The result is a brand that works just as well on a restaurant menu as it does inside a supermarket freezer.

Facing and Pictograms: Communicating the Essentials at a Glance

The facing—the visible front of the packaging on the shelf—is the first, and often only, point of contact between the product and the consumer. At Pixelarte, we designed it with a clear premise: visual power and memorability. Stepping away from the predictable visual codes that dominate supermarket food packaging, we opted for a more contemporary and fresh language. It was designed to attract a broad but discerning audience without alienating those who are approaching these flavors for the first time.

A key part of that system is the pictograms we developed to communicate the product’s main characteristics: vegan, gluten-free, artisan origin, etc. Far from being generic iconography, these pictograms are part of the brand’s illustrative language, sharing the same direct, unfiltered stroke that defines the entire visual identity. The consumer identifies what they need to know at a glance, without this information interrupting the visual experience of the packaging. (If you want to delve deeper into the principles that guide good supermarket food packaging design, we recommend reading our article on food packaging, where we explore the sector’s key factors in detail).

In-House Photography: A Set Designed to Break Away from the Usual Frozen Look

Product photography is one of the elements that most frequently reveals whether a brand truly wants to differentiate itself or is just checking a box. In this project, the photography of the dishes and the design of the photo set were the responsibility of the Pixelarte team itself, drawing on our extensive training and experience in photography, without outsourcing any part of the process.

We wanted to radically distance ourselves from typical freezer section photography: neutral backgrounds, cold lighting, and centered products on white backdrops. We designed the set with an editorial eye, seeking to convey the same freshness and authenticity that runs through Zumaque’s entire visual identity. Textured surfaces, warm light, and dynamic compositions. Photographs that look like they were snatched from a real table, not an industrial catalog.

The result is images that work equally well on the packaging as they do on social media or in communication with the HORECA channel, reinforcing the coherence of the visual system in every application.

Supermarket Packaging: Color and Visual Impact as a Strategy

In supermarket packaging design, color is not merely an aesthetic decision; it’s a strategic one. Zumaque’s color palette was built with a clear objective: to radically stand out from the competition. While most frozen food brands take refuge in cold, predictable tones, Zumaque’s packaging acts as blocks of visual energy inside the freezer.

Each product has its own chromatic personality, but all share the same spirit: presence, contrast, and immediate legibility. The result is a product that doesn’t try to blend into its category, but rather stands out within it. It invites consumers to try flavors and experiences that are not yet abundant in conventional aisles, without feeling alien or intimidating to those discovering them for the first time.

Storytelling and Tagline: “Less time to cook, more to share”

The central tagline we developed, “Less time to cook, more to share,” is not a standard commercial slogan. It is a declaration of intent born from a very real cultural tension: the everyday lack of time versus the deeply human need to share moments around a table.

The verbal narrative positions Zumaque as a facilitator of experiences. It doesn’t sell convenience; it reclaims the ritual of sharing. The promise is direct: the gastronomic quality of a family recipe, with minimal effort in the kitchen. A brand designed to give you back the time you deserve.

Customer

Zumaque Food

What did we do?

· Corporate identity
· Packaging
· Art Direction
· Visual Identity System
· Illustration
· Claiming
· Social media graphic
· Photography

“Far from the polished layouts and pristine typography of conventional food packaging, we designed a system based on spontaneity and the human gesture. Stefan, the typeface by ABC Dinamo, incorporates a randomization script that alternates between four variations of each character: cross-outs, errors, and electric strokes. A living brand voice that rejects mechanical repetition.”

Would you like to see your project transformed into a success story like this one? Find out how we can turn your ideas into tangible and lasting results.✨

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