Volca
Lebanese coconut-shell charcoal for shisha: the gold Volca logo, a retail box built panel by panel on the printer's die cut, and a billboard campaign across Zgharta.
Overview
Volca is a Lebanese company making coconut-shell charcoal for shisha. Black designed the Volca logo first, then the packaging: the 1 kg retail boxes for the cube and the hexagonal-prism briquettes, built directly on the manufacturer's die cut, the master boxes and their inners, and a series of six billboard designs in four formats.
Approach
Black ground, gold type and a wall of charcoal briquettes with one line of fire climbing across it. The fire is drawn across the whole flat sheet, not panel by panel, so it runs unbroken around the corners once the box is folded. The same system scales to the trade master boxes and to billboards in 4×3, 8×3, 255×400 and 300×400.
01 · identity
The logo
A gold wordmark with the product inside the O: a small volcano of charcoal with a red flame erupting out of it and over the letter. The name stays simple and readable, and the story sits in one letter.
The logo is used in gold on black on every box face, on the box top and on every billboard.
02 · production
The die cut
The retail box was designed on the manufacturer's die line, not on a flat poster. It is a 105 × 80 × 157 mm tuck box in 0.5 mm white card, with a 385.5 × 311.25 mm design area. Artwork runs into the bleed, text stays inside the trim, and each panel sits in its own gold frame clear of the creases.
Every panel has one job. The front carries the logo, the product line, the weight and the certification badges. One side shows the five product benefits as gold pictograms. The back holds origin, importer, description and barcode. The other side carries the four safety warnings, a map of Indonesia where the charcoal is made, and the social handle. The top flap repeats the logo upside down on the flat, so it reads the right way once the box is closed.
03 · campaign
On the road in Zgharta
The launch campaign ran on roadside billboards around Zgharta in North Lebanon, in landscape and portrait formats. Every board carries the same three things: the gold logo, a pyramid of glowing cubes wrapped in a line of fire, and the real 1 kg box, so the pack people see from the road is the one they find in the shop.
The Arabic lines play on راس, which in Lebanese means both your head and the head of the shisha, where the charcoal sits. على راسي, literally "on my head", is the everyday Lebanese way of saying "with pleasure"; إذا راسك راكب works the same double meaning.
04 · production
The billboard artwork
