Designer: Tali Teper
Project Type: Student Project
School: Bezalel School of Arts and Crafts
Course: Packaging Design
Tutor: Adlai Stock
Packaging Contents: Tahini
Packaging Materials: Clay, Craft paper, rope
We had to make a new packaging concept for Tahini (a condiment who's made from raw sesame seeds with a consistency similar to peanut butter).
My concept was an Egyptian tahini who's design is based on the ancient Egyptian tradition of the canopic jars. Those jars were used in the mummification process to store and preserve the viscera of their owner for the afterlife. I used 3 canopic jars heads as there are 3 types of Tahini. First, Tahini is raw Tahini (Plain, unprocessed sesame) and designed with the head of Imseti, the human-headed god. In ancient Egypt, this jar contained the liver - the sesame seeds has high levels of calcium and protein which is good for the liver.
Second, tahini is raw tahini with addition of parsley root. designed with the head of Duamutef, the jackal-headed god. In ancient Egypt this jar contained the stomach. The addition of the parsley helps with the process of digestion.
Third, tahini is tahini who is made from whole sesame seeds. designed with the Qebehsenuef, the falcon-headed god. In ancient Egypt, this jar contained the intestines. The whole sesame seeds Tahini is well known with rich assortment of minerals like Calcium and more, and Helps Prevent intestines diseases.
The idea of the packaging itself (the craft wrapping paper and rope) was to make a feeling of a ritual at the opening. The name "Hamadi" is the main logo in Hebrew on the wrapping paper and beneath it it says "Egyptian high quality Tahini". On the brown labels attached to the jars is written the kind of the tahini (raw,whole and with parsley).
Inside the label is written the name of the god and an explanation. Beneath the jars there is a label of the nutrition facts and the ingredients .In addition there is a small package of tasting samples in small containers.
The uniqueness of the projects is the new connection between the kinds of Tahini and the ancient Egyptian tradition. In addition the heads make the jars look more like a special gift and not the conventional Tahini jars in the market. Also the ritual of the opening contributes to the unique experience.