ABRACADABRA is one of Algeria's biggest food chain restaurants, specialised in Kebab Diners, launched in 2008 with only one store, today has +10 stores in 3 different states, and more than 10 cities. With the management's ambition expansion, they needed to upgrade their packaging to match their new values and plan, but the problem was to not make people not recognise the box that they have been seeing for more than 10 years, therefore, we had to design a packaging that is modern, yet recognisable and inspired by the old packaging.