All Food
A refreshed identity and flexible packaging system for All Food, bringing a Lebanese family brand’s care for good ingredients to the shelf and beyond.
Brand strategy Verbal Identity Visual Identity Packaging Art Direction
all-food
The rebrand began with a familiar idea: great food starts with great ingredients. All Food’s identity needed to feel contemporary, warm and approachable while carrying its family history forward. Mahboub, a hand-drawn bird, became a central character, giving the brand a personal, recognisable presence across its visual language.
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One packaging structure was designed to work across different products, sachet sizes and colourways. Keeping that structure consistent lets the individual ingredients change while the range remains recognisable. It gives All Food a flexible way to organise its products on the shelf and accommodate future additions without starting again.
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The same identity carries through designs for merchandise, uniforms and vehicles. Extending it across what the team wears and uses gives All Food a consistent presence beyond the shelf, connecting the product range with the people and business behind it.
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Founded in 1992, All Food is a family-owned Lebanese company offering herbs, spices, beans, nuts and other pantry staples to home cooks and trade buyers. The business had grown, but its identity and packaging needed to catch up. The brief was to give the brand a stronger presence in a modern retail environment while preserving the familiarity built over more than three decades.
“Great food starts with great ingredients” became the starting point for the rebrand. GOODD developed the brand strategy, verbal and visual identity, and packaging around the care All Food brings to everyday cooking. Mahboub, a hand-drawn bird, became a central character in the identity, while handmade textures and patterns added warmth to its wider visual language.
The packaging was designed as a system that could work across different products, sachet sizes, colourways and formats. A shared structure keeps the range connected, with flexibility for future additions. Beyond the shelf, the identity extends into catalogue and social media templates, merchandise, uniforms and vehicle design.
Together, these elements give All Food a more consistent way to present its products and tell its story. The system was designed to support the company’s ambition to reach new customers and regional markets while keeping its family character recognisable.
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Brand Strategy Visual identity Verbal identity Packaging design Photography
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