Fichier Caché × Lamiri Harissa : A limited-edition drop that reimagines Tunisia’s most iconic flavor through design, culture, and movement.
The project began with a simple question: how can we translate the essence of Harissa, its spice, its labor, its cultural weight, into design? with
@fichiercache__ and
@lamiriharissa we explored Tunisia’s visual and emotional relationship with this staple, tracing its journey from local farms to kitchen tables.
The truck became our central symbol, that humble machine connecting land, labor, and culture. From there, we developed the full creative direction: concept, art direction, branding, merchandise, and production. We transformed the truck into a moving icon, a bold pink vehicle, fully branded from top to bottom, carrying Harissa cans, stickers, air fresheners, and t-shirts.
For marketing, we brought the concept to life, literally. We built the real truck, turned it into a mobile installation, and shot the campaign across Tunisia. Even after the activation, the truck remained on the road, still branded, offering ongoing visibility long after the campaign ended.
Through this project, we wanted to craft more than visuals, a North African identity in motion, rooted in Tunisian craft and culture, yet designed to travel. Harissa became not just a flavor, but a statement of identity, movement, and collective memory.
Collaboration:
@fichiercache__ ×
@lamiriharissa
Creative Studio:
@xtrastudio____
Concept & Art Direction:
@nyzartrabxlsi
Marketing & Coordination:
@arbydridi /
@benjaminsallen /
@ta_g1
Video Direction & Editing:
@lamiriharissa /
@fichiercache__
Filmed by:
@ripslr
Models:
@haouari.arij /
@warlock_tongue /
@yassinattia_ 
