Raha Strawberry Jam

This is a personal redesign concept created to explore how a contemporary packaging system could strengthen the visual identity of RAHA Strawberry Jam, an Ethiopian brand produced by Nurha Business Group. The project focuses on improving shelf presence, brand recognition, and information hierarchy while celebrating the product’s farm grown strawberries. Although the product is recognized for its quality, the existing packaging no longer reflected its premium character or stood out in today’s retail environment. This redesign reimagines the brand with a modern packaging system that better communicates freshness, authenticity, and the natural quality of its core ingredient.

The concept was built around one simple idea: real strawberries should be the hero of the brand. A custom wordmark, bold strawberry inspired graphics, and a vibrant color palette work together to create a distinctive visual identity that is memorable on the shelf while remaining warm, approachable, and family friendly.

The packaging was redesigned with a clear information hierarchy and organized into three functional zones. The center panel focuses on the custom wordmark and product identity, the left panel introduces the brand story and key product claims, while the right panel presents nutrition facts, storage instructions, and manufacturing information. A custom icon system was also developed to communicate product benefits in a simple and consistent way.

The redesign combines custom lettering, expressive strawberry inspired graphics, and a cohesive visual system to create a more distinctive brand identity. Every element, from typography and color to iconography and label architecture, was carefully designed to improve readability, strengthen shelf presence, and deliver a more engaging consumer experience.

The final design transforms RAHA into a more contemporary and recognizable FMCG brand. By combining a unique visual identity with a clearer information hierarchy, the new packaging better reflects the quality of the product while creating a stronger shelf presence and a more memorable brand experience.