Introduction

Client: Memiyya Industry: Food & Heritage Gourmet (DTC / E-commerce) Date: from July. 2025 to Feb. 2026 Scope: Art Direction, Branding, Logo, Visual Identity, Social Media, AI Image / Video Generation, Video Editing, Motion Graphics Deliverables: Logo system, brand identity kit, social templates, content system, AI-generated visuals, edited reels, motion assets Memiyya is a Tunisian heritage food brand built around Zrir: a golden, fragrant sesame-and-nuts preparation traditionally made at home and shared as an act of comfort, care, and celebration. Rooted in the warmth of the Tunisian home and the intimate rituals of family kitchens, Memiyya turns a deeply personal secret recipe into a brand experience that honors memory, transmission, and craftsmanship. The story traces a lineage of women and a method passed down orally across generations, from the first pots made in the late 1800s and early 1900s to Memiyya’s first solo batch, the early gifts shared with families in Tunisia and France, and finally the decision in 2024 to preserve the tradition by bringing it beyond the family circle. In 2025, Memiyya officially became a brand sharing a piece of Tunisian soul with the world, while keeping the original recipe faithful, secret, and unchanged.

Challenge and Objectives

**Challenge** : • Transform a private family recipe into a premium, credible brand. • Avoid “folklore cliché” while keeping authentic Tunisian warmth • Build a system that works for e-commerce and social • Make the product feel desirable (gourmet/heritage), not “homemade/random” • Create visuals that can scale through AI-assisted production without looking artificial **Objectives** : • Establish a distinct premium positioning (heritage but modern) • Create a cohesive visual identity • Build a repeatable social media system (templates + content pillars) • Develop an AI visual production pipeline (consistent outputs, controllable style) • Deliver a motion language that enhances ritual/sensory appeal

Strategy

Positioning statement: Memiyya is a gourmet heritage brand that shares a sacred, women-led family tradition through a modern, premium experience. Audience: - Tunisian diaspora - local premium buyers - gift buyers - food lovers who value authenticity and craft. Key message themes: Heritage / transmission / ritual / comfort / craftsmanship / “a spoonful of history”.

Impact

The brand launched from zero and over its first two months built visibility and traction, reaching 5,590 Instagram followers and 550 Facebook followers, while generating more than 2.48 million views and over 548,000 accounts reached across both platforms. Early audience response also showed strong intent, with 35,200 Instagram profile visits, 1,000 link clicks, and 2,100 messaging conversations started during the launch period. Although these results were part of a broader launch effort that also included influencer and ad support, the work delivered here provided the core brand environment and content consistency that allowed Memiyya to appear polished, memorable, and most importantly, ready to scale from day one.​​​​​​​ **Beyond the numbers** Beyond the numbers, the project succeeded in giving Memiyya something more durable: a recognizable identity, a premium visual territory, and a repeatable content system capable of supporting growth over time. The result was not simply a launch, but the creation of a brand environment strong enough to carry heritage, desirability, and consistency across packaging, social media, motion, and e-commerce. Memiyya was ultimately about more than branding a product; it was about giving form, language, and continuity to a private cultural inheritance. Through strategy, identity design, art direction, AI-assisted image and video production, and social storytelling, I built a system that enabled the brand to move from an intimate family memory to a clear, contemporary premium presence. The project became an exercise in translation: translating ritual into visuals, heritage into desirability, and emotion into a coherent brand experience that could live across packaging, digital content, motion, and commerce without losing its authenticity.