Illustrations/ Art Direction

CLIENT  |  Snap Inc
AGENCY  |  Studio Behind 90
Creative Director  |   Book of Lai
Illustrator  |  Chein Shyan Lee, Dania Mah, Book of Lai

Ramadan, one of Islam’s holy month, requires Muslims to abstain from satisfying their needs and urges between sunrise and sunset. In Malaysia, fasting is a collective experience, as the majority population is Muslims.

We created stickers that modernize Ramandan’s traditions by mixing puns, millennial slang, and common conversational quotes to unite young audiences during the fasting month. This set of stickers highlights Ramadan’s experiences from Suhur ( when one eats before dawn) till Iftar ( when one breaks his or her fast ).