WAK

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Healthtech

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Take an ancient cultural ritual—rooted in heritage, spirituality, and wellness—and reimagine it for the modern world. That was our mission with MISWAK: a natural oral care brand inspired by the traditional siwak (سواك), a teeth-cleaning twig used for centuries across the Arab world and beyond.

We partnered with the founders from day one to lead every step of the journey—from product design and brand identity to website development, cinematic storytelling, and performance-driven Meta campaigns.

The result? A viral Ramadan campaign, a fast-growing e-commerce brand, and a product now proudly stocked in major supermarkets across Saudi Arabia, while expanding rapidly into Canada and the United States.

What is Miswak?

The miswak is more than a twig—it’s a spiritual, cultural, and practical tool for oral hygiene used for over 7,000 years. Not only is it recommended in Islamic tradition, it also contains powerful natural antibacterial properties.

Our task was to honor its roots while presenting it as a premium, desirable product for modern consumers across different cultures.

Product Design & Brand Identity

Ancient Roots, Modern Form
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We designed a product that feels like a piece of nature, refined.From earthy packaging and minimalist aesthetics to a sleek, travel-friendly form factor, MISWAK was crafted to sit proudly on any bathroom counter—or in any pocket. The brand voice? Clean, conscious, and culturally grounded. Our team developed everything from naming and visual identity to packaging design, brand tone, and art direction.

This wasn’t just about launching a product. It was about building a lifestyle brand rooted in ritual and purpose.

Website Development

Built to Convert, Designed to Lead

‍We created a digital home for the MISWAK brand—equal parts soulful and scalable.Highlights:

‍Custom Shopify website with high-speed performance, seamless UX, and full mobile optimization.

Narrative-driven layout that educates, inspires, and converts—blending product benefits with cultural storytelling.

Global-ready infrastructure with localized content, shipping integration, and bundle-ready architecture for international expansion.

From landing page to checkout, every user journey was engineered for maximum trust, clarity, and conversion.Explore the experience: https://itswak.com

Cinematic Creative

A Visual Tribute to Ritual and Identity
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To introduce the brand, we didn’t create ads. We created cinema.

Our production team developed a high-concept campaign film rooted in themes of tradition, self-care, and spiritual alignment—shot across Saudi Arabia’s most iconic landscapes and everyday moments. The visuals juxtaposed heritage with modernity, and the result was a deeply emotional connection with the audience.

The film was launched just before Ramadan, tapping into the spiritual mindset of our target demographic.

Meta Campaign Strategy

Full-Funnel, Data-Driven, Emotionally Charged
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With our cinematic assets in hand, we built a performance machine that delivered from day one.

Our approach:

‍Top-of-funnel reach: Cultural storytelling videos timed with peak Ramadan engagement.

Mid-funnel education: Bite-sized videos, carousels, influencer UGC, and unboxing experiences.

Bottom-funnel conversion: Bundle offers, urgency-driven retargeting, and testimonial creatives with high ROAS optimization.

We didn’t just reach an audience. We created believers. The Meta campaign consistently outperformed benchmarks across click-through rates, conversion costs, and customer retention—especially during Ramadan.

Results

Stocked in major supermarkets across Saudi Arabia, including leading retail chains.
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Strong global traction in Canada and the USA through DTC sales and repeat customer rates.
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Ramadan campaign domination with exceptional engagement, video view-through rates, and sales spikes.
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High brand recall and community-driven word-of-mouth among Gen Z and millennial shoppers.

What We’re Proud Of

MISWAK isn’t just a product. It’s a movement—a revival of ancient wellness through modern design, storytelling, and strategy.

This case is proof of what happens when tradition meets creativity, and when a bold vision is backed by full-service execution. From brand birth to market dominance, we delivered the full stack—and then some.

WAK

People, brands, and businesses —built to make an impact.