Sabra (Chickpea) Hearts You

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By: Bill McCool

When you have 60 percent market share in the world of hummus, do you really need to redesign your packaging?

Sabra says, yes, you do.

“Frankly, we know our packaging has a very strong presence and consumers recognize the brand,” Sabra’s Chief Marketing Officer Eugenio Perrier says. “On the other hand, while we have strong packaging, it’s been on the market for quite some time. We recognized there was an opportunity to give the packaging an update.”

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Sabra turned to Beardwood&Co. for the redesign. While they weren’t interested in upending the brand's iconic and transparent packaging, they did want to make some clear and significant changes that would help Sabra be more effective in communicating their values.

Gone is the Sabra sun from the logo, replaced by a chickpea heart. They’ve restyled the label so that it’s now vertical, and they’ve updated the on-pack photography that accentuates those plant-based ingredients consumers are intimately familiar with already.

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“To me, the packaging is like a dress,” Eugenio says. “You want to put on a dress that is aligned with the times. You don’t want to put on a dress from the 70s or 80s because you want to make sure you are seen as contemporary and consistent with who you are.”

"Having updated packaging is a way to showcase you care,” he adds.

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“Sabra changed the way Americans eat,” Beardwood&Co. owner Julia Beardwood says. “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.”

“Great design doesn’t change what a brand is,” Eugenio says. “It helps reveal and communicate the best of what the brand wants to be, the best of what the brand is. It’s a process of continuous improvement.”


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Bill McCool

Bill McCool is a freelance writer based out of Los Angeles. Though new to the world of design, he has always been a storyteller by trade and he seeks to inspire and cultivate a sense of awe with the work and artists he profiles. When he's not winning over his daughters with the art of the Dad joke, he is usually working on a pilot, watching the Phillies, or cooking an elaborate meal for his wife.