Maiwa
A playful brand refresh for Bahrain’s homegrown freeze-dried food brand.
Maiwa is a Bahraini food brand creating nutritious baby food and freeze-dried fruit and vegetable snacks, using technology that helps preserve nutritional value without the need for preservatives. Its offering is built around making healthy, additive-free snacks more convenient for young families and health-conscious consumers.
Our scope was to refresh Maiwa’s visual identity and redesign its packaging to better reflect the originality of the product and give the brand a stronger presence in the market.
Small Bites, Big Personality
The refresh focused on bringing more warmth, personality and playfulness into the brand while retaining the sense of trust and simplicity at its core.
Rather than treating Maiwa purely as a baby food brand, we developed an identity that could connect with babies, toddlers, parents and health-conscious adults alike. A brighter color palette, friendlier typography and the integration of Maiwa’s character and ingredient illustrations created a more expressive world around the products, making healthy food feel approachable, cheerful and easy to enjoy.
Flavor That Stands Out
One of the biggest opportunities was the packaging system. The original packs were clean and functional, but visually restrained, with little differentiation between products and an expression that spoke more to parents than to the wider audience enjoying the food.
We introduced color as a clear navigation tool, assigning distinctive palettes to different flavors while maintaining a consistent Maiwa look and feel. The illustrations were thoughtfully incorporated across the packaging to help communicate flavor, add personality and create stronger visual differentiation between products. The resulting system gives every product its own presence while allowing the range to sit together as one recognizable family.
Growing With Maiwa
The new identity was designed not only for Maiwa’s existing products, but for where the brand could go next. As Maiwa expanded its product range and audience, the refreshed identity provided a more flexible visual system that could accommodate new flavors, formats and product categories without losing recognition. The result was a brand that felt more distinctive on shelf, more expressive across touch-points and better equipped to grow beyond its original baby food positioning.
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