SHOKA

About
SHOKA is a self-initiated Egyptian street-food brand concept bringing together summer prickly pears and winter roasted sweet potatoes. It reimagines familiar seasonal favorites for a young audience through expressive branding and a contemporary takeaway experience.

Concept
The idea comes from Egyptian vendors who switch between the two products as the seasons change. SHOKA translates this everyday tradition into one recognizable brand, with distinct colors for each product and a shared bilingual identity.

Packaging Solution
Each range includes small, medium, and large formats for individual servings and sharing. The concept explores open trays, sliding boxes, and carry boxes, with foil lining for sweet potatoes and parchment for prickly pears. Branded sauce sachets and translucent forks complete the serving experience.

Design Process
The visual system combines Arabic and English lettering with bold color contrasts. AI-assisted tools supported visual exploration, packaging mockups, and campaign imagery, guided by product and character reference sheets and human art direction.

What Makes It Different
SHOKA connects two seasonal foods through a single packaging family while giving each range its own personality. Its Egyptian cultural starting point shapes both the product offer and the visual storytelling.

Outcome
The result is a cohesive conceptual packaging system extending into lifestyle campaigns and other brand applications. SHOKA has not been commercially launched; the images visualize the proposed brand experience.

Credits
Brand identity and packaging by pavly.ai and Fady Attia.