HERFY Tortilla
Product Launch Campaign
Product Launch Campaign
"Saudi Arabia"
Client: HERFY
Country: Saudi Arabia
OVERVIEW
When Herfy introduced its new Jalapeño Tortilla alongside the existing Original and BBQ flavors, we saw an opportunity to create something bigger than a typical product launch.
Instead of simply introducing a new flavor, we brought the entire tortilla lineup together under one playful identity: El Tortilla.
Inspired by Mexican culture, bold typography, and the personality of a Mexican street crew, we transformed three tortilla flavors into one unforgettable family.
The Big Idea — Welcome to the Familia
Every family has its characters, and El Tortilla was no different.
Original and BBQ were already part of the story. But something was missing. The family needed a third member.
Enter Jalapeño — the bold, spicy newcomer bringing a whole new attitude to the crew.
We built the campaign around this simple storytelling idea, giving the products a shared identity, a playful personality, and a visual world inspired by Mexican street culture.
Creative Direction & Execution
The creative approach combined bold, expressive typography, vibrant Mexican-inspired colors, playful illustrations, and the iconic sombrero to establish a recognizable visual identity.
We developed a bilingual Arabic and English visual system that brought the El Tortilla family to life across multiple touchpoints.
The campaign started with teaser content featuring a humorous conversation between the existing tortilla flavors, building curiosity around the arrival of their newest family member.
From there, the concept expanded into product key visuals, packaging design, social media content, and outdoor advertising, creating a consistent and engaging campaign experience.
The Final Result
What started as a launch for a single new flavor became a creative platform for the entire tortilla range.
Three different flavors, each with its own personality, united by one identity and one story.
Not just a product launch. A new member of the familia.
Creative Scope
Creative Concept · Art Direction · Campaign Identity · Key Visual Design · Packaging Design · Typography · Social Media Campaign · Outdoor Advertising · Visual Storytelling
Main Key Visual
Outdoor
Packaging
Social Media Teaser
Social Media Revealer
Credits
Agency: XELEMENT
Creative & Art Direction: Shehab Soliman
Creative & Art Direction: Shehab Soliman
Copywriting: Shams