NENI Rebrand
A new chapter for a beloved food family.
We built the identity system behind NENI’s expansion across restaurants, products and new concepts.
What started as a beloved food experience had grown into a retail product with the potential to reach people far beyond the table.
But as the brand expanded, its visual system had lost some of the warmth, recognition and emotional clarity that made NENI feel special in the first place.
The challenge was to turn NENI Hummus into a product brand people could recognise, understand and feel connected to, wherever they discovered it.
RECLAIMING
People don’t remember dishes. They remember how they felt around the table.
That insight became the foundation for the entire system.
NENI was built around warmth, generosity and a sense of ease. Its strength comes from shared meals, small imperfections and the feeling that everyone already belongs.
We translated that feeling into a brand system emotional enough to carry the family story, clear enough to work on shelf, and flexible enough to grow across products, and markets.
FAMILY BUSINESS
The family stayed at the heart of the brand. But the brand needed to communicate her values even when she was not physically present.
We translated the family’s energy into a scalable visual language. Illustrations became characters rather than portraits. Familymade evolved from a slogan into an organising principle.
The result is a brand capable of growing independently while still feeling unmistakably connected to the family behind it.
FOCUS ON WHAT MATTERS
As NENI expanded, more products, formats and touchpoints were added to the brand. The challenge was not creating more assets. It was reducing complexity.
Packaging, photography, messaging, illustration and communication were brought together within a single recognisable language.
The system was designed to make future decisions easier, allowing the brand to remain recognisable even as new products, campaigns and markets emerge.
A focused brand world designed to help NENI show up consistently across retail, digital channels, campaigns and future markets.
RESULT
The refreshed identity helped reposition NENI Hummus as a contemporary retail brand while preserving its emotional roots.
Today, the hummus range is distributed across five countries, with expansion into two additional markets already in preparation.
The result is a brand that gives people a reason to bring it home.
NENI Hummus became not just a product on shelf but a small invitation to share, dip, gather and feel part of the family.
Scope
Brand Strategy, Visual Identity, Illustration, Brand Voice & Messaging
