the campaign 
The main concept for the shoot was about reclaiming Palestinian heritage and restructuring stereotypes, through the use of and references to food, clothing and agriculture that are inadherantly Palestinian. The focal point being the watermelon and the keffiyeh and how they both became signs of resistance for the Palestinian people.
brand concept + symbolism
branding + social media
Although the brand is still yet to be officially launched I have been posting content from the photoshoot in order to promote and create interest and noise around the Adala brand, with the focus being on the t-shirts and tote bags and nods to the watermelon throughout. The plan is to officially launch and start accepting sales in the new year.

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