A Palestinian idea · in development

This is where gathering begins.

Sho'la is a Palestinian product concept in development, exploring simpler ways to light charcoal and ease into the moments that bring people together.

Meet Sho'la See the concepts

We are developing the idea. Products are not currently for sale.

Early concept for a Sho'la firestarter bar. — Sho'la Bar — an early form in development

01FROM OUR GATHERINGS

More than the start of a fire.

Sho'la began with a familiar Palestinian scene: charcoal being arranged, people arriving slowly, and a table that grows as the gathering fills in. We want its beginning to feel just as warm and uncomplicated.

Close to home

An idea that speaks the language of the gatherings we know—without complication or spectacle.

Clear from the start

We are aiming for a product and instructions that are easy to understand before preparation begins.

Made for gathering

The moment people come together, not the object alone, guides every decision.

02 / OUR DEVELOPMENT APPROACH

Closer to nature.

We are working toward a formulation built around materials of natural origin, with one simple aim: understandable ingredients and an experience that can be explained clearly. Final details are still being tested; we will not present them as fact before they are approved.

Explore proposed formats

What we are developing toward

Materials of natural origin

We are exploring materials closer to natural sources, rather than broad claims we cannot substantiate.

Honest information

At launch, we will clearly publish ingredients, specifications, and use and safety instructions.

Test before promise

No formulation or performance is final until testing and assessment are complete.

03CONCEPTS FOR USE

One gathering, more than one beginning.

These are early explorations of formats we are considering. They are not final specifications or products currently for sale.

01EARLY CONCEPT

Segmented bar

A concept for a solid format divided into separate portions, so each gathering can be prepared deliberately. Size and use are still being tested.

02EARLY CONCEPT

Twin pack

A concept for two independent packs: one for the gathering and another for a later one. Pack size and contents are still in development.

Second Sho'la Bar in the twin-pack concept.

03EARLY CONCEPT

Powder

A concept for a powder format that takes packaging and preparation in a different direction. Material, quantity, and use are still being tested.

Visual concepts only. The imagery shows brand and format concepts in development. We will publish actual details about specifications, use, safety, and availability at launch.

04 / THE SHO'LA PROMISE

From Palestine, to the gathering.

We are building Sho'la from respect for the details of a Palestinian gathering: the time we give each other, and the fire that brings us around it. We are still at the beginning, but the direction is clear.

Back to the beginning

Sho'laA Palestinian idea for the gatherings that bring us together.