+ Brand Identity
+ Campaign Branding
+ Art Direction
+ Packaging

A New Form to Say Sorry

Eid Al-Fitr is a day of forgiveness. We spend the day going around the city, meeting relatives, exchanging handshakes and apologizing for past year’s wrongdoings.
Yet at the surge of the COVID-19 pandemic in 2020, the tradition was forced to a stop. In the time of social distancing and virtual relationships, how can we maintain the essence of forgiveness?

The world shut down
yet we could not sit still.

What if we redefine
apologies into
a tangible act?

The MAAF Project was set up to answer the problem. Twelve curated products from four local brands were transformed into new forms of apology people could send to anyone. Labels were changed into limited-edition designs, each with a dedicated space for MAAF note personalisation.
What began as an initiative to aid local SMEs grew beyond our expectation. Over the span of 2 weeks, 3,000 forms of MAAF were sent and received. The product created conversations, traffic and sales within its exclusive time period. Most of all, we maintain the meaning of tradition in a fresher, more relevant form.