A Persian household staple, ‘Ajil’ is a unique blend of nuts and dried fruit, with families across the middle east and Mediterranean regions having their own special combinations to share with family and friends throughout the year.

Niloofar Mirani — born to foodie parents of Dutch and Iranian descent — developed her ‘Ajil’ Persian Trail Mix based on generations-old Mirani family recipes.

The real star of the show is the antioxidant-rich white mulberry. This nutrient-dense superfood, as the hero of the mix, features as the scalloped shape on the front of the packaging, with the mulberry tree’s leaves a key component of the logomark.

The identity and visual language work to convey a sense of traditional Persian culture in a clean, contemporary fashion that holds strong appeal to a discerning snack food market.