mezete

Description

mezete, a Jordanian brand, perfected authentic Middle Eastern food that can be transported anywhere without refrigeration, thanks to their UHT technology. The founder spent 20 years perfecting this taste, but the original ‘black color’ packaging lacked cultural authenticity. Our solution? We immersed ourselves in downtown Amman’s busy streets and brought that energy to mezete’s packaging. The design captures the lively chaos of a Middle Eastern souk, blending Arabic calligraphy, vibrant colors, and cultural depth into an authentic visual identity.

Brief and Design Solution

The brief was to redesign mezete’s original black packaging to reflect an authentic Middle Eastern experience while keeping global appeal. The target audience included health-conscious consumers and global food enthusiasts seeking authentic flavors.

Our creative strategy was clear: instead of a clean, minimalist American look, we embraced the lively, colorful chaos of Amman’s streets. This brought the region’s authenticity and vibrancy to mezete’s packaging and identity. mezete’s visual identity system creates a cohesive, authentic experience while ensuring adaptability across products.

List the results

The brand has performed exceptionally well in terms of brand health, engagement and awareness gaining widespread acceptance across retailers’ shelves in over 40 countries. Additionally, it has earned recognition in Forbes for Expo West 2025 in the Food & Beverage category.