For the Love of Food

Falafel is universally loved. But supermarket falafel is notoriously dry and continually disappoints.

Aphrodites Falafel is a product that’s built around good food and fun times, and aims to add some love back into supermarket falafel — providing a product that tastes great and is easy to cook.

This was a product I developed during covid that became a brand and a business, going on to be stocked throughout supermarkets across Victoria.

Named after the family matriarch who immigrated to Australia from Alexandria, Egypt in the 1950s, Aphrodite brought with her a love of good food and a personality larger than life. Aphrodites Falafel continues the tradition of good food and fun times.

I wanted the brand to have a playful, colourful personality, while being able to visually reference Middle Eastern design and colours.

Gela font was chosen for its playful and flamboyant embellishments, that at their core felt straight out of the Middle East.