Client: Huriya Crafted Soda
Role: Brand Strategist
Huriya is a craft beverage brand created to celebrate resilience, creativity, and the enduring spirit of freedom for Palestine. More than a drink, It serves as a cultural statement—using flavor, design, and storytelling to spark awareness and conversation. The brand aims to connect with young, socially conscious audiences who value authenticity, activism, and artistry in equal measure.
Challenge: The challenge was to craft a brand that communicates solidarity and hope without relying on overt political symbolism. The goal was to balance bold identity with approachability—creating a soda that feels modern, youthful, and meaningful while subtly honoring Palestinian heritage and culture.
Creative Strategy: The creative direction was guided by the idea of “Every sip is an act of freedom.” The brand identity draws inspiration from the colors of the Palestinian flag—red, black, white, and green—reinterpreted through a vibrant, contemporary lens.
Campaign & Launch: A digital campaign titled #RaiseYourCan, #Freedomforall encouraging youth to share personal stories of hope, culture, and identity.