A.M.R repackaging

Introduction 

A.M.R Premium Selection is one of the flagship brands of AM Group (Abo Amr Group), a leading Egyptian food company. The brand offers premium, high-quality food products through a combination of local manufacturing expertise and carefully sourced ingredients from around the world.

This project explores two key aspects of packaging design: Visual Design and Structural Design.

Visual Design 

The visual design focuses on the fruit inside, by focusing on the vibrant colors and natural forms of the fruit. This design makes it easier for the consumer to identify the product.

Disadvantages of old design 

• The design was visually busy, making the product less clear and harder to identify.
• The different fruit varieties lacked strong visual differentiation.
• The fruit imagery was not presented as a clear and distinctive focal point.

Advantages of new design 

• Each fruit has its own distinctive color palette and visual identity, making the products easier to differentiate.
• The natural colors and forms of the fruit create a stronger visual connection with the product.
• The consistent layout and design system maintain a cohesive product range while allowing each flavor to stand out.

Structure Design 

The structural design combines tin cans and glass jars to create a more versatile and premium product range. The glass jar introduces a sustainable packaging solution through its reusable and refillable nature. Its lifecycle can be further extended through recycling or upcycling, allowing it to be repurposed for other uses and helping to reduce packaging waste.