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.
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.