Kaman is a Mediterranean brand of delicacies targeting duty free retails around the world.
Kaman explores the richness of diverse traditional flavors and experiences: majestic chocolate from Belgium combined with traditional French ghee and the inherited traditions of refined Arabian hospitality. The project started in the KSA and originated from a passion of sharing cultural flavours to the rest the world. Keeping in mind that the branded products are to be in points of sale across the world in duty frees, Kite focused on a strategy that studies the traveler’s behavior and needs while purchasing gifts. The strategy suggested that the brand should maintain its cultural aspect, coming from the Arab world, which had resulted in naming the brand; Kaman. Kaman - which refers to a culture-specific violin - was explored through an arabic logotype where the intersection of 2 letters hints at the instrument in question. The merge of thick and thin strokes together with the combination of organic and geometric forms emphasise the flavourful and musical attributes of the brand. The visual elements created through photographic textures and silhouettes of cultural references connect across the various packages while conveying different stories and moments of Kaman's journey.