Popular Hummus Line Gets Brand Redesign

Sabra Dipping Company, maker of America’s favorite hummus, is bringing a fresh look to the table. Sabra catapulted into the snack scene in the past decade as American consumers began sidelining traditional dips and spreads and reaching for fresher, healthier foods with bold flavor. Sabra, with 60% hummus market share, is known for plant-based dips including dozens of varieties of hummus, guacamole and Greek yogurt-based tzatzikis. The brand unveils a fresh logo and packaging redesign for its complete product line. The rebranding includes an updated logo, restyled label design and original on-pack photography highlighting the fresh, plant-based ingredients in Sabra products. The new packaging will begin hitting retail shelves later this month.

“Sabra changed the way Americans eat, offering delicious, nourishing food we can feel wonderful about enjoying and sharing,” says Julia Beardwood, owner of Beardwood&Co., an award-winning branding and design firm which worked with Sabra’s in-house team on the new creative elements. “The refreshed design preserves the essence of Sabra’s original look while more persuasively telling the story of what is within… fresh ingredients, bold flavors and a food famous for its ability to foster connections. Sabra is a strong brand with a fun, welcoming personality and distinctive products. We look forward to seeing the new designs on tables nationwide.”

  • The new Sabra word mark is customized to keep the playful “musicality” of the previous version while prompting a bolder impression
  • The reimagined Sabra sun is now illustrated as a chickpea heart surrounded by 5 sesame seed rays; chickpeas and tahini (sesame paste) are the two primary ingredients in hummus, Sabra’s signature dip
  • With its iconic red rim unchanged, Sabra’s packaging label has received a complete refresh, beginning with the reorientation of the top label from horizontal to vertical
  • Vertical labels guide the eye naturally to the new logo, then flavor, ingredients and finally to the transparent view of the product (a packaging innovation Sabra first introduced in the early 2000s)
  • The cleaner side label with bold fonts and brighter colors incorporates color-coded flavor differentiation, improving shop-ability
  • A distinctive photographic approach elevates Mediterranean inspiration with sunlit ingredients atop a wooden cutting board, boosting freshness and real food appeal
  • Design elements reflect Sabra’s kitchen-fresh approach to product development, shining a light on the fresh ingredients that deliver great flavor, naturally

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