Arabian mornings: Luxury expatriate breakfasts by design

27 : 10 : 2014 Disruptive Packaging : Anagrama : Branding

Saudi Arabia – Luxury breakfast delivery service Breakfast Club has enlisted the help of branding intelligence group Anagrama for its new packaging.

Breakfast Club' by Anagrama Breakfast Club' by Anagrama
Breakfast Club' by Anagrama Breakfast Club' by Anagrama
Breakfast Club' by Anagrama Breakfast Club' by Anagrama
Breakfast Club' by Anagrama Breakfast Club' by Anagrama
Breakfast Club' by Anagrama Breakfast Club' by Anagrama

Breakfast Club is a luxury service that delivers breakfast to the doors of its Saudi customers every morning and includes fresh juices, jams, croissants and other continental favourites.

The brand packaging exudes a simplicity and cleanliness that will cater for Saudi Arabia’s significant expatriate population. Food is delivered in Kraft paper boxes complete with ribbons and tied together with string, accompanied by postcards and vintage-style stamps.

Anagrama designed the branding to have an international appeal so that it could be expanded outside Saudi Arabia if the client decided to do so in the future. 

‘The brand didn’t need to be exclusive to [the Saudi Arabian] culture,’ an Anagrama spokesperson tells LS:N Global. ‘But it did need to communicate that it has a much more international menu.’

Read our Disruptive Packaging microtrend for more on how packaging is no longer solely functional.

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