Nishon Baxt, a well-known producer of halal meat products from Samarkand, asked us to create a bold, eye-catching new brand for its Savr line of meat products.

The main goal was a brand that would stand out in a conservative market, breaking stereotypes and grabbing consumers’ attention.

Savr is a lifestyle brand built on authenticity and normality. We decided its core message should be simple but strong: “Simple, good food makes for clear thoughts and a level head.” This is the brand philosophy: a call to be yourself, not to chase anything extraordinary, and to eat normally, without pretension. Savr says that real food is honest food, and it should be accessible and easy to understand for everyone.

We chose a concept that draws on familiar images and styles people encounter in everyday life. The pack’s colored circle recalls a classic plate, and the food still lifes popular on Instagram became the basis for the packaging’s visual concept. This gives the product a modern, current look that is easy to take in, fresh and appealing.

The Savr packaging was designed to emphasize the brand’s simplicity and “honesty.” We used colored circles that stand in for plates, with the product shown on them as if served on an ordinary plate at home. This underlines how simple and accessible the food is and makes the pack instantly clear and appealing.

We chose typography for legibility and a modern style that does not clutter the pack. We focused on precision, listing the product’s weight and even the number of servings, which adds transparency and honesty to the brand. This approach avoids unnecessary marketing tricks and builds consumer trust.

Each product has its own color and pattern, which helps tell the products apart and signals their characteristics. The color coding follows the properties of each product, so shoppers can see at a glance what they are buying. Spicier meat products, for example, get brighter, more saturated colors that immediately catch the eye.

We also added an element that highlights the importance of halal production: a badge reading “Produced to Halol standards.” It signals quality and compliance and reinforces the brand’s positioning as honest and authentic.

Savr has carved out its niche in the halal meat market, winning consumers over with its honesty, simplicity and quality. The visual identity and packaging make the product stand out on the shelf, drawing attention and breaking stereotypes about conservative markets. Modern, clear and “honest” design makes the brand accessible and appealing to a broad audience, building trust in the product and raising its recognition.