mezete’s redesign solves a fundamental problem – how does a Middle Eastern food brand prove it’s the real deal in a market flooded with western brands selling unauthentic versions of Middle Eastern food? mezete’s original packaging lacked cultural authenticity and visual impact, making it seem like an American or European product.
The challenge was to create an authentic, distinctive and ownable identity that could compete in American and European markets while celebrating mezete’s Middle Eastern heritage. Inspired by Amman’s busy, noisy and vibrant souks, the new packaging blends Arabic calligraphy, vibrant colors, and Middle Eastern energy to immerse consumers in an authentic experience.
Our creative idea was inspired by downtown Amman, where the busy streets pulsed with life—vendors shouting out their best deals, the scent of spices swirling through the air, shopkeepers haggling with customers, and the constant hum of footsteps and chatter. Every corner was alive with movement—stalls overflowing with vibrant fabrics and food, colorful produce piled high, and Arabic calligraphy etched onto weathered walls. The clinking of tea glasses mixed with the laughter of friends, while cars honked and street performers played their tunes. It was a whirlwind of sights, sounds, colors and patterns, and we soaked up every bit of this busyness into our design.
Our creative idea pays homage to this real Middle East. We wanted to bring this entire experience on our packaging. Not cliched Middle Eastern visuals and patterns. Because after all, authentic products deserve authentic packaging.
CREDIT
- Agency/Creative: Branded
- Article Title: Branded Brings Cultural Depth and Visual Impact to mezete’s New Shelf Presence
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: India
- Agency/Creative City: Mumbai
- Market Region: Global
- Project Deliverables: Brand Design, Brand Identity, Branding, Packaging Design, Rebranding
- Format: Bottle, Box
- Industry: Food/Beverage
- Keywords: Rebranding, Food packaging design, Branding, Brand Identity, BRANDED, Brand Consulting
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Credits:
CEO/Founder BRANDED: Ankur Rander
Head of Business: Siddhesh Pednekar
Design Director: Sebastian Sattler
Creative Director: Eugenio Sarrias
Creative Director: Vinay Venkatesh
Creative Director: Rucha Rao
Designer: Namrata Lalwani
Associate Creative Director: Yorham D’Souza
AVP, Account Management: Sheekha Khan
Account Manager: Amatullah Batterywala
CEO, Kasih Foods: Khaled Kasih
Marketing Director: Manukrishna Nair
Brand Manager: Nadine Halaseh
