Red Antler used its expertise working with start-ups to design a category-disrupting dip for New York foodies.
As a lover of Middle Eastern foods and cuisine, I was more than intrigued when I came across the Bezi brand, which claims to be on a mission to unseat hummus as the go-to, healthy(ish) snack dip. The new Labneh company hit shelves across NYC this September. For those who don’t know, Labneh is a Middle Eastern dairy product made from strained yoghurt with a similar texture to mascarpone cheese.
Now, even if the dip was absolutely delicious, it would definitely take a compelling and well-thought-through brand to convince consumers to switch from hummus to Labneh. Luckily, Brooklyn-based studio Red Antler specialises in working with start-ups and new ventures and was excited to rewrite the rules of the dip category.
Red Antler strategy principal Rohan Krishnan says: “We couldn’t resist the idea of introducing America to its next favourite dip.
“We love working with clients who want to disrupt established spaces, and Bezi presented the perfect opportunity to do just that.”
The studio was first connected with Bezi’s founder, Ilay Karateke, through one of her former roles. When Ilay was ready to start her own venture, rooted deeply in her Turkish heritage, Red Antler was keen to collaborate.
In the long term, Karateke hopes that Bezi will be in fridges across the country, but it was first introduced to speciality retail in the NYC area. Krishnan describes the target audience as “people who are in the know when it comes to food” or “Engaged Eaters”.
Since these types of consumers are often early adopters of food trends, it makes sense to include Bezi in this crowd.
During the research phase, the design team made a few trips to Wegmans, Whole Foods, and a few other boutique grocery stores in a bid to better understand the landscape. While labneh brands aren’t common, Krishnan notes that there are a huge number of “better-for-you” brands in the dips and spreads space.
“Bezi was an underdog here and needed to stand out on a crowded shelf,” he says.
Not many people in the US have heard of Labneh, but even if they had, Bezi is slightly different from the usual. Most Labneh is yoghurt-based, making it slightly tangy, while Bezi is milk-based, making it tang-free and creamier.
“In a world where labneh brands were fighting over being a sidekick, we crafted a brand strategy that made Bezi the star, expressed in our strategy line ‘no wrong way to labneh’,” says Krishnan.
The bespoke lettering of the rounded geometric logotype was designed to align with the brand’s friendly and approachable personality and signify the product’s smooth texture. The soft edges communicate warmth and accessibility, while the geometric form adds a modern, clean touch.
Taking inspiration from Labneh’s distinctive swirls, Red Antler designed the Bezi mascot to embody the “fun and crave-able nature of the product while also adding a playful element to the brand”, Krishnan explains.
“The mascot’s design reflects the smooth, inviting quality of labneh and serves as a friendly face that engages consumers and reinforces the brand’s lively identity.”
Bezi’s rich flavour profiles come through in the vibrant colour palette, reflecting the variety of tastes and the lively personality of the brand. Each flavour has been assigned its own distinct colour, which, according to Krishnan, creates “a visual association that enhances the product’s appeal”.
He adds, “This approach not only makes the product stand out on shelves but also reinforces the sensory experience of enjoying Bezi’s labneh.”
The playful brand illustrations were all done in-house at Red Antler, and the same geometric illustration style was adopted as the logotype, matching the brand’s overall aesthetic. Krishnan explains how the style allows for “a whimsical yet sophisticated look that complements the bold colours and design elements of the packaging”.
Catchy yet educational copy also sits on the pack, including the line “Dippable, Spreadable, Infinitely Enjoyable”. The copy flanks the wordmark, highlighting the product’s versatility.
The art direction further reinforces the product’s key attributes and variety of uses. “We used high-saturation colours and playful design elements to evoke a sense of community, fun and excitement, as the goal was to make the product visually irresistible and showcase its delicious qualities,” says Krishnan.
I don’t know about you, but I think I’ve been convinced to switch out my usual hummus for Bezi. Let’s hope we get a taste of it over in the UK soon.
