Afzal Hookah Flavour
Rejuvenating a legacy brand for a new generation
LOGO REBRANDING
VISUAL IDENTITY
PACKAGING REJUVENATION
Table Of Contents
The Problem
Afzal had built strong brand recall over the years, but its identity and packaging hadn’t evolved in over a decade. The look had grown outdated and cluttered, limiting its appeal to newer consumers scanning increasingly modern retail shelves.
The challenge wasn’t just redesigning the brand. It was about remaining relevant in a changing market.
Our Direction
Our approach was clear: reimagine Afzal as a contemporary, high-visibility brand while retaining the legacy recall it had already earned. We focused on:
- Standing out on modern retail shelves
- Simplifying communication
- Creating a strong, recognisable visual identity
Insight
Through market and on-ground research, we identified where the brand was quietly losing ground:
- Packaging was visually cluttered and inconsistent
- Overuse of colours was reducing brand recall
- Product imagery was too small to drive flavour recognition
- On the shelf, the brand lacked a distinct visual hook beyond its flagship flavour
The brand wasn’t invisible, but it lacked instant recognisability.
Our Execution
We rebuilt Afzal’s identity from the ground up:
- Designed a bold, geometric logo for stronger recall
- Introduced a distinctive “A” mark, inspired by both a star and the form of a hookah pipe
- Shifted to a high-visibility yellow for instant shelf impact
- Simplified packaging by reducing colour clutter, enlarging flavour imagery, and creating a cleaner, more premium layout
Every decision was made to improve one thing: recognition at first glance.
The result is a brand that feels unmistakably Afzal while finally standing shoulder to shoulder with the modern retail environments it competes in today.
The Outcome
90% → 70%
Leisure-led bookings, before vs. within 6 months
10% → 30%
Wellness-led bookings, before vs. within 6 months
Within six months, Fazlani began functioning like a true wellness destination, not a resort simply positioned as one.