Obela
Different products have various meanings in differing cultures. Humus is perceived in Israel as an Arab dish, authentic and not necessarily healthy, whereas in other cultures it is perceived as a healthy vegan spread. This insight drove our design for Obela, the international hummus brand of Strauss and PepsiCo.
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We graphically refreshed the brand by upgrading the logo, designing a handwriting inspired font, creating a graphical communication language and a series of new packages.
The brand was relaunched in Mexico and in the summer of 2013, was launched in Australia using the new language.
Before
After
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