Corporate identity


OBELA is Strauss’ and Pepsico USA’s international brand of hummus. The aim of the project was to link OBELA with a world of up-to-date values which focus on ingredients, pleasure, fun and a joy for life that go with eating hummus. As part of the scheme we did a graphic revamp of the brand that included: upgrading the logo, font design in a hand-written style, creation of a visual media language and a series of new packaging materials. The brand was relaunched in Mexico, and in the summer of 2013 it was launched for the first time in Australia, using the new language.