Branding, Packaging & Communications

Born from the fusion of global chocolate craftsmanship and Saudi creativity, Rya Artisanal Chocolate redefines indulgence through handmade, premium-quality chocolates crafted in Saudi Arabia. Rya was envisioned as a luxury yet approachable brand that celebrates artistry, authenticity, and the sensory richness of fine cocoa. Rooted in the philosophy “Inspired by the World, Crafted in Saudi”, Rya’s offering bridges the gap between global gourmet traditions and local innovation, appealing to an audience that values sophistication, craftsmanship, and memorable experiences.

Spearhead Agency partnered with Rya to build a brand that feels international in standard and local in spirit, one that celebrates fine cocoa, thoughtful craft, and contemporary Saudi creativity.

The Challenge

While premium chocolate brands are abundant globally, the category is dominated by familiar luxury signals and predictable visual language. Rya needed to enter this competitive space with clarity and confidence, standing alongside established international and local names while offering something meaningfully different.

The challenge extended beyond creating a visual identity. Rya required a cohesive system that could live seamlessly across packaging, retail environments, and communication channels, all while cohesively expressing its philosophy.  

Our Approach

Spearhead’s objective was to create a complete brand ecosystem, from naming to identity to experience, that conveys luxury, authenticity, and craftsmanship, and positions Rya as the premier destination for artisanal handmade chocolates in Saudi Arabia.

Our focus was to:

    - Define a clear brand foundation grounded in craft and authenticity
    - Create a distinctive visual language that avoids category clichés
    - Design packaging that elevates both shelf presence and gifting experience
    - Establish a communications framework that supports launch and long-term growth

The Brand Identity

Rya’s identity is built on refined simplicity and sensory expression.

The wordmark, set in Antenna, balances precision with fluidity. Subtle curves within the letterforms reference melted chocolate in motion, while the structure conveys balance and craftsmanship.

The color palette is anchored by a deep cocoa maroon (PANTONE 209 C), chosen for its richness and warmth. Supporting tones, soft blush, moss green, plum, and midnight blue, add depth and flexibility across applications without overpowering the brand.

Together, these elements create a modern, artisanal identity that feels premium, expressive, and timeless, as well as stands apart from conventional luxury chocolate brands. 

Packaging Design

Rya’s packaging was conceived as an extension of the brand’s artisanal philosophy, premium yet warm, refined yet tactile.

Each pack balances minimal design with rich sensory cues, allowing color, typography, and materiality to communicate craftsmanship without excess. The system was designed to scale across multiple product lines while maintaining a cohesive shelf presence and a distinctive gifting experience.

The result is packaging that feels considered, modern, and globally competitive, while remaining unmistakably Rya.

Communications Framework

To support launch and long-term growth, Spearhead developed a comprehensive communications framework that translates Rya’s story consistently across touchpoints.

The plan defined:

    - Core brand narratives and key messages
    - Content pillars focused on craft, origin, and experience
    - Tone of voice guidelines for digital, retail, and corporate communications
    - Launch-phase storytelling to build awareness and desirability

This ensured Rya’s voice remained confident, sophisticated, and sincere, connecting emotion with craftsmanship at every interaction.

The Outcome

The result is a distinctive artisanal chocolate brand with a fully realized identity, packaging system, and communications foundation. Rya launched with a cohesive and recognizable presence that communicates craftsmanship, indulgence, and modern luxury, positioning it confidently within both local and international premium chocolate landscapes.

Rya is not just a chocolate brand, it is an experience, inspired by the world and crafted in Saudi Arabia.