Sabra Dipping, a US/Canadian joint venture of PepsiCo and Strauss Group, has redesigned packaging for its entire product line.
As part of rebranding, the hummus maker redesigned logo, label and on-pack photography to provide advanced look on the shelf for the products.
The new logo includes customized Sabra word mark, as well as reimagined Sabra sun with a chickpea heart surrounded by five sesame seed rays.
Sabra has continued the red rim in the packaging label, and reoriented the top label from horizontal to vertical.
According to Sabra, vertical labels guide the eye to the new logo, flavor, ingredients and finally to the transparent view of the product.
The cleaner side label with bold fonts and brighter colors integrates color-coded flavor differentiation.
Branding and design firm Beardwood&Co has worked with Sabra's in-house team to develop new logo and packaging for the products.
Sabra Dipping chief marketing officer Eugenio Perrier said: "Cultivating a natural evolution for this unique brand, we sought to enrich the way we communicate visually with consumers on shelf and on pack.
“From the Sabra sun which is recast as a chickpea evoking the warmth at the heart of the Mediterranean, to fresh ingredients shot in sunshine on a kitchen cutting board, the new designs enhance flavor expectation and beautifully convey Sabra's brand personality and promise."
Sabra Dipping produces over a dozen flavors of hummus, in addition to various refrigerated dips such as salsa, guacamole and tzatziki.
The firm’s products are non-GMO, vegetarian, organic, gluten-free, kosher and vegan.
Image: Sabra introduces new logo and packaging. Photo: courtesy of PRNewswire / Sabra Dipping Company, LLC.