Projects using Adobe Illustrator in ChattanoogaProjects using Adobe Illustrator in ChattanoogaRecently, I expanded one of my brand identity projects into a new product line, and it reminded me how much branding goes beyond just a logo.
For Juthoor, I expanded the existing visual identity into a spice product line by carrying the brand system across labels, lids, product photography, and a cohesive family of blends.
The original identity already had its own personality, color story, typography, and visual direction. For this expansion, I focused on translating that foundation into a product line that felt cohesive, elevated, and true to the brand’s story.
I wanted each product to feel distinct while still belonging to the same brand world. Traditional, warm, elegant, and rooted in cultural storytelling.
The goal was for the new line to feel like a natural next chapter. Fresh, but still familiar.
This is my favorite part of brand design. Creating a system that has enough personality to be memorable, but enough flexibility to grow with the business. This branding project was created for Juthoor, a Palestinian olive oil brand rooted in heritage, resilience, and cultural identity. The name “Juthoor,” meaning roots, represents connection to land, family, legacy, and belonging.
The visual identity was inspired by centuries of Palestinian olive harvest traditions and centered around storytelling through symbolism. The final logo features a respected Palestinian woman (“Haja”) in traditional dress carrying olives — reflecting the generations of women who nurtured the land and preserved these traditions through time.
Drawing inspiration from olive trees, handcrafted harvesting, traditional embroidery, and the landscapes of Palestine, the branding was designed to feel timeless, authentic, and deeply human. More than a product, the identity represents heritage, resilience, and a return to the roots.
