IKEA Middle East

Building instructions for brand building.

Sometimes you gotta build your own shawarma.

IKEA has wonderfully reconizeable brand assets, like their non-verbal building instructions and their flat-packed boxes. We took advantage of those assets to create communication that made them even more iconic in the Middle East.

We adapted IKEA's famed assembly instructions to its also famed in-store restaurant. In the Middle East, they serve a mean shawarma. It's so delicious it picked up a Clio!

POS Posters

We adapted IKEA's famed assembly instructions to its also famed in-store restaurant. In the Middle East, they serve a mean shawarma. It's so delicious it picked up a Clio!

Direct Mail

To communicate how easy and fast it is to assemble IKEA furniture, we considered the company's DNA. We come up with a mailer that we slid under people's doors that delighted them.

Lasting impression

This in not my most famous work, nor the most awarded. But it's by far the one that I get most contacted about. I guess a good pop-up will always delight us humans.