Brika Benawar was our first real test as a brand. We launched during Ramadan with no marketing budget, everything was invested into making the products right and getting the e-commerce experience live. At the same time, Afawih looked premium, but we weren’t a known name yet. People didn’t know what Afawih was, or why it existed.

We followed what Madani, our brand visionary, named it “market-as-you-go” strategy: start with a bundle that fits real Ramadan needs, then lead with the most distinctive product we had, Black Pepper with Rose. It’s not an easy product, and that’s exactly why it works: it introduces Afawih’s floral signature in a category people think they already know.

We anchored the idea in culture: brika is Ramadan. We simply asked: what if brika was seasoned by flowers?

We expected small trial. Instead it went viral. Curiosity turned into first purchases, and we sold out or as we say in afawih "Finito!". The restock in this campaign was based on weekly orders so we did not spend a penny on production without order in place.

Afawih is built on Tunisian seasons and rituals. One of the most known one is flower-collecting season, when families distill rose, geranium, and neroli water for the whole year and store them like treasures, in the Maksoura, in vintage demijohn bottles known in Afawih as Feshka.

For this campaign, we didn’t “launch a product.” We revived a ritual. We recreated the North African distillation moment, its objects, its gestures, its scent memory, and it unlocked something we didn’t expect at that intensity: nostalgia at scale, especially from Tunisians living in France and across the diaspora. People weren’t reacting to an ad, they were reacting to a piece of home (That was our next campaign subject)

Commercially, we packaged the season into a single offer " Kofat Nawar" a bundle of our rose-water recipes, designed as a seasonal basket. It was also our first real paid test on Meta, and we proved we can buy growth efficiently: we achieved a CAC around 2.7.

But the biggest win wasn’t performance, it was perception. Customers started to describe Afawih as luxury artisanaland, importantly, warm, a brand that feels human made, and meaningful. And the strongest signal of all: this seasonal bundle didn’t stay seasonal. People kept buying it later as a gift.

It became: “Afawih Authentic Bouquet.”

Afawih is one of the brands closest to our hearts at Falta Studio. We share the same just cause as its founders:

" We owe the next generation a mark rooted in heritage and culture".

Today, we’re unveiling the full-2025-year branding work that brings this belief to life.

Arabic Version

أفاويح وُلدت من شغف أختين نشأتا في عائلة كان فيها الموروث الغذائي التقليدي أكثر من مجرد طقس بسيط، كان إرثًا عائلي يُنقَل من جيل إلى جيل.

«باش نرجع الميدا لعربي لكل كوجينا تونسية». لهذا نحن موجودون.

أفاويح كلمة تونسية قديمة تُطلَق على «عولة أفّاحات»، أي المؤونة السنوية من التوابل: ركن المخزن في البيت، الـ«مقصورة»، حيث تُحفَظ التوابل والأعشاب وعطور الحياة اليومية؛ زاوية من الروائح تحتفظ بذاكرة البيت.

لَدَينا، أصبحت «أفاويح» اسمًا لكل هذا الموروث المُعتنى به: مربّيات، مقطّرات، توابل، وكذلك أسلوب اللباس، والحُليّ، وزرابي «مرقوم»، وكلّ ما يحمل بصمة التراث التونسي.

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French Version

Afawih est née de la passion de deux sœurs qui ont grandi dans une famille où la cuisine traditionnelle était bien plus qu’un simple rituel : c’était un héritage précieux transmis de génération en génération.

« Nous remettons la cuisine faite maison au cœur du quotidien. » C’est pour cela que nous existons.

Afawih est un ancien mot tunisien qui désigne « Oulat Offahat », la réserve annuelle d’épices : le coin-réservoir de la maison, la maksoura, où l’on garde les épices, les herbes et les parfums du quotidien, un véritable angle des épices qui concentre la mémoire du foyer.

Chez nous, Afawih devient le nom de tout cet héritage mis en valeur : confitures, hydrolats, épices, mais aussi code vestimentaire, bijoux, tapis « Margoum » et, plus largement, tout objet qui porte l’empreinte du patrimoine tunisien.

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English version

Afawih was born from the passion of two sisters who grew up in a family where traditional cooking was much more than a simple ritual: it was a precious heritage passed down from generation to generation.

“We bring homemade cooking back to the heart of everyday life.” That's why we exist.

Afawih is an old Tunisian word that refers to “Oulat Offahat”, the annual reserve of spices: the pantry corner of the house, the maksoura, where everyday spices, herbs and aromas are stored — a true spice nook that holds the home’s memory.

For us, Afawih becomes the name for all this heritage brought to life: jams, hydrosols, spices, as well as clothing, jewellery, Margoum rugs and, more broadly, any object that carries the imprint of Tunisian heritage.

Strategic: Brand strategy, brand positioning, competitive landscape, USPs, brand persona, brand signature, strategic thinking, copywriting, brand vocabulary.

Design: Creative direction, logo design, brand identity design, motion design, AI design, 3D design, sound design, printing design, packaging.

Web development: user experience, UI design, web development, mobile development. 

Production: Art direction, photography, film making.

Campaigns & content marketing: Campaign strategy, scripting, ads management, content creation, UGC, Influencers brief.

Product Management: Product classification, product story, inventory, sales reporting and analysis.

Business & Management: Project management, account management, business development

Creative Director: Madani

Designers: Yassine Weskawa, Moetaz Gharbi, Hazem Marweni.

Photographers and Film making: Firas Al Rahali, Bayrem Ben Mrad, Takwa Mallat, Ahmed Chaffarli, CreaLab, Yahia Barguaoi

Content creation: Soukaina Mtibaa, Roua, Nour Lukie

Social media: Soukaina, Imen Toukabri

Copywriting & voice over: Zeinab, Sirine Abedi, kortable, OpenAI,

Media buyer: Merkanti

Developers: Mohamed Turki, Abderahmen, Ilyess Guessmi, Maestroo, Elated Themes, Quote Interactive

Special guests: Faten Abdelkefi , Sonya, Ranim Daaloul, Roudayna Jh, Fadhila, Om Sa'ad

AI Designer: Mina

Afawih

Afawih
 CEO: Soulaima Omranii

Afawih
 COO: Khadija Omrani

IBM Plex Mono designed by. Mike Abbink,Bold Monday

Edwardian Script ITC © by Microsoft

The Seasons designed by Elena Genova

Garamond Designed by Georg Duffner

Helvetica designed by Max Miedinger and Eduard Hoffmann

HSN Shahd

Gilda Display designed by Eduardo Tunni

Roboto designed byChristian Robertson,Paratype,Font Bureau

Tajawl designed by Boutros Fonts,Mourad Boutros,Soulaf Khalifeh

EB Garamond designed by Georg Duffner,Octavio Pardo

Averia Serif Libre designed by Dan Sayers

Readex Pro designed by Thomas Jockin,Nadine Chahine,Bonnie Shaver-Troup,Santiago Orozco,Héctor Gómez

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