The Souk Factory’s visual world grows out of a meeting of cultures and perspectives shaped by the stories and experiences of the two co-founders, Myriam and Najim. The references they shared, including Moroccan graphic traditions, souk aesthetics, rich colours and tactile materials, reflected a blend of influences inspired in part by Najim’s Moroccan and Amazigh heritage. This sense of contrast and complementarity naturally guided the direction of the project. With that in mind, we developed a more vibrant and expressive identity that resonated strongly with the founders and felt true to the spirit of the brand.
The symbol featured in the logo, which also appears within the repeating pattern on the packaging, was developed by Hicham Illoussamen (Heesh). Drawing from their Moroccan and Amazigh heritage, they created a mark inspired by traditional facial motifs worn by women, evoking the sun rising over the Atlas Mountains. Their contribution brought clarity, intention and depth to the visual language.
For the packaging, we wanted something distinctive and tactile. We created custom dielines in close collaboration with local manufacturers, which required multiple prototypes, material tests and careful structural refinements to achieve our vision. The incense packaging uses the brand’s signature blue and orange, while the candles pair white ink on natural kraft with colour palettes unique to each scent. This approach can easily expand as the product line grows.
Every part of the unboxing experience was considered. Textures, patterns and expressive typography define the exterior, while the interior includes additional design touches that enrich the experience. The prism-shaped incense box is a highlight. It has a solid feel, an unexpected silhouette and uses all of its surfaces, inside and out, to reflect the character of the brand and the atmosphere of their workshop just outside Montreal.
Creative direction, visual identity, packaging design: Jonathan
Logomark design: Hicham
Photography: Jonathan & Nicolas
Kraft boxes produced by TC Ross Ellis
Incense boxes produced by Paragraph SupremeX
