As a self-proclaimed charcuterie board maestro, I take my snack game seriously, so imagine my chagrin when I realized I’d never met labneh. Originating from the Middle East and made with strained yogurt, labneh is a thick and spreadable dip, sometimes appropriately called “yogurt cheese.”
Just when you thought you had snacking figured out, Bezi is here to shake up the game with a fresh and playful take on labneh. I dare you not to drool over this tasteful brand!
Red Antler has been busy crafting the identity for Bezi, a fresh labneh brand making its debut in New York City grocery stores this September. With its eye-catching design and playful vibe, Bezi is ready to introduce a new twist to your snack game and exemplifies how effective branding can elevate a product.
Our goal from the beginning was clear: we want to make labneh a thing.
Ilay Karateke, co-founder and CEO of Bezi
With its high-protein content and mild tang, Bezi stands out from other labneh products and is positioning itself to rival hummus as the go-to healthy snack dip. “Since labneh is an unfamiliar category to many Americans, our strategy was to build awareness by anchoring it to a popular existing product—hummus,” said Ilay Karateke, Bezi’s co-founder and CEO. However, the founders wanted to “capture hearts with a striking design that stands out on the bland, beige hummus shelves.” Bezi tapped Red Antler for a branding strategy that is both innovative and engaging and could spark interest among consumers who may be new to labneh.
Bezi’s visual identity is eye-catching and vibrant. Each flavor features bold, groovy colors that create a visually appealing and tasty palette. The rounded, geometric logo reflects the brand’s humor and confidence, giving it a friendly and approachable feel. “The short, punchy name ‘Bezi’ was a perfect fit—it’s memorable and versatile,” said Jackson Bernard, Red Antler’s brand design lead. “By incorporating the name into the design as a framing device, we were able to reinforce its meaning and ensure it stands out on the shelf while also allowing for future growth of the brand.”
Our approach to Bezi’s packaging design was all about centering the vibrant flavor profiles and key product benefits, creating a system that’s not only visually appealing but also easily scalable as the product line expands.
Jackson Bernard, Brand Design Lead, Red Antler
The brand’s clever mascot, inspired by the creamy labneh swirls, adds a charming element. Playful illustrations of flavors, characterized by geometric shapes and vibrant colors with soft shading, enhance the design’s appeal and intrigue.
High-saturation flash photography is used in the art direction to emphasize the mouth-watering qualities of Bezi’s labneh, reflecting the brand’s fun and sociable personality.
The packaging features colorful speech bubbles that invite shoppers into Bezi’s world, effectively capturing the brand’s playful spirit and encouraging consumers to explore labneh in a fresh and exciting way.
While Bezi’s website and Instagram are already buzzing with labneh excitement, you’ll have to wait until September to snag this game-changing snack item for yourself from grocery shelves.
