Shalom Dathé DATHEVY

Stepping into the role of Lead Designer for the launch of Aïcha’s new mayonnaise range, I spearheaded the entire packaging design lifecycle from the initial brainstorming and structural concept art down to the high-precision, production-ready dieline files. To support a multi-tier commercial strategy spanning household consumption to large-scale catering, I developed a versatile secondary packaging design system tailored to standard shipping boxes—specifically executing flat layouts with exact physical dimensions for both the $2 \times 5\text{L}$ industrial buckets and the $6 \times 1\text{L}$ commercial jars. Visually, I honored the brand’s core identity by establishing a powerful, high-contrast block layout where a vibrant, appetizing red meets a curved geometric yellow arch, framing the bold Aïcha Mayonnaise typography and the evocative slogan “pour un repas complet”. By combining this striking shelf-presence strategy with meticulous technical layouts—including clear, localized product counts, European quality badges, and premium tier seals—I provided the manufacturing team with flawless, print-ready mechanical files that seamlessly turn a routine supply chain asset into a premium, unmistakable brand statement.

Shifting the focus from a purely technical layout to a live-action marketing asset, this car branding project transforms a vintage Renault 4 into a highly dynamic, moving billboard that bridges the gap between mass consumer appeal and B2B distributor visibility for Namek Togo. Acting as the Art Director and Graphic Designer, I designed a high-contrast, 360-degree wrap that completely reimagines the vehicle’s classic lines through a dual-color strategy—employing a deep corporate blue on one side to project trust and a vibrant magenta on the other to grab instant attention on the streets. Striking a perfect balance between emotional storytelling and commercial utility, the design wraps fluid, water-like curves around the chassis to frame the product itself: twin pouches of So Klin Smart detergent floating amidst fresh soap bubbles and a pristine basket of folded laundry. By explicitly embedding Namek Togo’s corporate logo, warehouse location, and direct phone lines alongside a prominent, high-visibility badge reading “Disponible en gros et en détails !!!”, the final execution effectively turns an ordinary logistics vehicle into an omnipresent brand ambassador that actively generates wholesale and retail leads with every single kilometer driven.

For this Aïcha large-format urban billboard campaign, I served as the Graphic Designer and Art Director to craft a high-impact visual narrative that celebrates the brand’s rich heritage and its emotional tagline, “À vos côtés depuis 1998.” To cut through the clutter of a bustling street environment, I structured a cohesive diptych built around a dynamic, curved layout using the brand’s signature colors—a radiant yellow and an appetizing red—to seamlessly guide the viewer’s eye. At the emotional heart of the composition, I integrated human-centric storytelling by showcasing a warm, complicit moment between a professional female chef and a smiling young child, beautifully symbolizing the joy of family, tradition, and the passing down of culinary love. This authentic human connection is anchored by a beautifully styled local dish at the baseline supporting the promise, “La garantie de la bonne cuisine,” while the core product lineup—ranging from perfumed rice and tomato paste on the yellow backdrop to cooking oil, mayonnaise, and sardines on the red backdrop—is harmoniously grouped to the side as the essential ingredients behind everyday happiness.