Grown on Moroccan farms, each variety of “Bybello” saffron is carefully handpicked during the harvest months. Bybelo procures saffron from the Berber women, who are offered 10 percent of the profit as a token of gratitude.
Belo is the nickname of the brand owner and describes brotherhood and friendship. The “By” in the brand name represents the young entrepreneur.
The two horses in red and gold, which adorn the packaging design symbolize Belo’s horse riding days at Lagos Polo Club.
“…My cultural inheritance was strongly affecting the way I treat the environment around me. I started my youth journeys by riding horses in Lagos Polo Club, a really unforgettable experience. The horses are culturally sacred animals for Arabs and Middle Easterners, as Arabs used to ride horses for all voyages across scorching deserts and many more. Saffron is a truly expensive product, and it was transferred by horses between ancient countries…”
Designed by Giza-based graphic artist Gamal Assy, the packaging design is inspired by the brand’s pillars: “Authenticity, Responsibility, and Caring.” In addition to Redstarts birds, the packaging highlights the historical Moroccan city, Casablanca.
“…I chose three elements for the packing design:
The true Redstarts bird as it is one of the endemic species of the high Atlas Mountains, providing care for its young by bringing food until adulthood. The second element is Hassan II Mosque in Casablanca as it is an authentic symbol of Morocco’s cultural heritage, it is the second largest masjid in Africa and the 7th largest in the world. The third element is Moroccan tajin, as it is related to cooking and saffron spices.”