Bezi, a labneh brand, is boasting a fresh label for its debut in New York City grocery stores. Red Antler has given it an eye-catching design, font and playful vibe for effective branding. Bezi stands out with its high-protein content and mild tang.
Ilay Karateke, Bezi’s co-founder and CEO, said labneh is an unfamiliar category to many Americans. “Our strategy was to build awareness by anchoring it to a popular existing product – hummus,” he said. “Our goal from the beginning was clear: we want to make labneh a thing.” Karateke pointed out that Bezi is high in protein, low in tang, and ready to party.
He acknowledged that Bezi falls in a very competitive category and on a very crowded shelf space. “For that, we wanted to create packaging that stands out on a very beige hummus shelf. The shelf is the best billboard a brand can have.” The executive said they wanted Bezi to feel inviting and intriguing, for consumers to feel excited about finding something new.
Red Antler empowered Bezi with innovative and interactive branding. Jackson Bernard, Brand Design Lead at Red Antlers, said their approach was all about centering the vibrant flavor profiles and key product benefits to create a system that’s not only visually appealing but also easily scalable. Rohan Krishnan, strategy principal at Red Antler, said Bezi is very new in a space that is not clearly defined. “We saw it as a massive opportunity to create a snacking sensation, one that effortlessly leaps from the grocery shelf to the Instagram feed.”
The creative agency gave Bezi a vibrant visual identity, with each flavor featuring bold, groovy colors. Bernard explained that the rounded, geometric logo highlights the brand’s humor and confidence. It gives a friendly and approachable feel. “The short, punchy name ‘Bezi’ was a perfect fit because it’s memorable and versatile,” he said. “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.”
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