Hummus maker Sabra Dipping has unveiled an updated logo and redesigned packaging for its complete product line.
As part of the rebranding, the company has also restyled label design and original on-pack photography to provide a fresh look for the products.
Sabra Dipping is a US/Canadian joint venture of PepsiCo and Strauss Group.
The new logo features customised Sabra wordmark and a reimagined Sabra sun with a chickpea heart surrounded by five sesame seed rays.
The company has continued the red rim on the label, as well as reoriented the top label from horizontal to vertical.
Sabra Dipping chief marketing officer Eugenio Perrier said: “We are thrilled to introduce a fresh look for Sabra at an exciting time in the food world.
“Cultivating a natural evolution for this unique brand, we sought to enrich the way we communicate visually with consumers on the shelf and on the 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 the sunshine on a kitchen cutting board, the new designs enhance flavour expectation and beautifully convey Sabra’s brand personality and promise.”
According to Sabra, the new packaging will hit retail shelves later this month.
The company noted that vertical labels guide the eye to the new logo, flavour, ingredients and the transparent view of the product.
The cleaner side label with bold fonts and brighter colours integrates colour-coded flavour differentiation.
Branding and design firm Beardwood has worked with Sabra’s in-house team on the new creative elements.
Sabra produces plant-based dips, such as several flavours of hummus, guacamole and Greek yoghurt-based tzatzikis.
The company’s products are claimed to be non-GMO, vegetarian, organic, gluten-free, kosher and vegan.