The hummus labels were designed to balance being fun, hip, yet classy. As a product that is often shared, I wanted the packaging to reflect a premium product that people would feel confident bringing to a potluck or taking out for a dinner party. With connotations such as organic or hummus having association with ‘hippie’ products, I wanted to step away from that ideology and present the product as clean and sleek.
The colours of the labels were inspired by the vibrant colours of the ingredients within each unique hummus. Each label representing freshness and vitality, as well as easy readability. With a quick glance someone would know the flavour they’ve picked up. As a selling scheme, it was also important that the products looked good as a group, therefore enticing customers to purchase more than one. I pulled the rustic look through all subsequent collaterals for the business: postcards, coffee sleeves, poster campaign, menu and more.