COYA Sydney Spices Packaging Design: Chef Ashraf Saleh’s Signature Range
Overview
After the resounding success of COYA – a celebrated modern Australian restaurant with a Middle Eastern twist – Chef Ashraf Saleh wanted to bring his culinary mastery beyond the plate.
With decades of experience and a loyal following, Chef Ashraf set out to launch his own range of spice blends. He crafted each blend with the same precision and passion that define his kitchen.
Thirsty Fox partnered with him to bring this vision to life. We advised on the right pouch structure, chose the best window placement, and selected printing technology to enhance the pack. Additionally, we designed packaging that proudly reflects the chef’s personal legacy.
The Challenge
Working with a detail-driven, high-calibre chef required a new level of care. Every element—from layout, colour matching, and print quality to storytelling—had to be perfect. We focused on creating a pack that feels artisanal and stays true to the chef’s voice. At the same time, the design fits seamlessly within COYA’s premium environment and presents his image in a way that feels proud, personal, and authentic—not gimmicky.
The Solution
To start, we chose the ideal pouch size and format for each blend. Specifically, we developed 50g and 100g stand-up pouches with resealable zips to ensure freshness. Moreover, we incorporated transparent windows to showcase the vibrant colours and textures of the spices.
When it came to colour, our palette aligns closely with the COYA brand. For example, we used rich teal blues and bold black backdrops. In addition, subtle line-art botanical illustrations add a touch of refinement. Furthermore, we custom-cut a black frame to reference Middle Eastern architecture and the exotic origins of these spices.
At the centre of each pack, Chef Ashraf’s portrait takes pride of place—not as a celebrity endorsement, but as his personal guarantee. Additionally, his signature and story appear on every pack. As a result, every spice blend feels like a personal recipe, passed directly from his kitchen to his customers.
The Result
Chef Ashraf was thrilled with the outcome – a design that honours his roots, elevates his brand, and presents his spices with pride and authenticity. As a result, The pouches now sit confidently on COYA’s shelves, resonating deeply with loyal diners and new culinary explorers alike.
Ultimately, this project stands as a true example of how packaging can balance brand storytelling, visual heritage, and personal legacy – all within a modern, retail-ready format.
