Fichier Caché × Lamiri Harissa

Some collaborations start with a product. This one started with a question.

How do you translate the essence of Harissa into design? Its spice, its labor, its presence in everyday life, and its place within Tunisian culture.

Together with Fichier Caché and Lamiri Harissa, we explored the visual and emotional relationship Tunisians have with this staple ingredient. Looking beyond the can itself, we traced its journey from local farms to kitchen tables, uncovering the people, stories, and systems behind it.

The truck quickly emerged as the central symbol of the project. A humble machine connecting land, labor, distribution, and culture. It became the foundation for the entire creative direction.

From there, we developed the concept, art direction, branding, merchandise, and production. The truck was transformed into a moving icon: a bold pink vehicle fully wrapped and branded, carrying a collection of custom-made objects including Harissa cans, stickers, air fresheners, hats, and t-shirts designed specifically for the capsule.

The campaign extended beyond traditional marketing. We brought the concept into the real world by building the truck as a mobile installation and documenting its journey across Tunisia. Moving through cities, roads, and everyday landscapes, the truck became both a campaign asset and a cultural object.

Unlike most branded activations that disappear once the campaign ends, the truck remained on the road, continuing to travel and generate visibility long after launch.

A capsule collection inspired by movement, labor, culture, and one of Tunisia's most iconic ingredients.