Helmed by Moroccan-American cousins, Ethan and Jacqueline Fedida, Elfassy takes the flavors of their grandmother's cooking on a culinary journey. Dedicated to their ancestors, who called Morocco home for millennia, Elfassy is launching with its flagship product - Harissa - a spicy North African chili pepper paste. Steeped in tradition and delightfully distinctive in its own right, Elfassy's harissa has already gained a cult following amongst chefs, foodies, and first-time tasters alike. The logo design solution follows the story, by emphasizing the traditional part of their brand development.