Built to live beyond the logo.
Identity and packaging, designed as one piece of work.
02
Context
Desa Deli is a homemade food brand from Petaling Jaya. Pixelworx designed its logo and the packaging that carries it across the product range.
03
Design intent
The identity establishes a homely, neighbourhood-deli character while keeping enough structure to repeat cleanly from one pack to the next.
04
The idea
A badge built for labels. Tall, condensed letters give the name presence in a narrow space, and the supporting details stack around it like a stamped seal.
- Typography
- DESA DELI is set in tall, condensed capitals: efficient on narrow labels and strong enough to hold at small sizes.
- Composition
- ‘Homemade Haven’ arches over the name, with ‘Petaling Jaya’ in script beneath it. An ‘Established’ seal sits between ‘Best’ and ‘Recipe’.
- Symbol
- A single sprig inside the seal — a quiet ingredient cue rather than a literal illustration.
05
Visual system
06
Outcome
The refreshed identity established a more coherent and commercially recognisable presentation across the product range.
The logo was the starting point. The packaging is where the brand does its work.