Labneh is a beloved Mediterranean staple, celebrated globally yet largely unfamiliar in the U.S. Bezi set out to change that — to make labneh a thing. Our mission wasn’t just to introduce a new dip, but to build an entirely new snacking category, aiming to unseat hummus as the go-to choice with a brand that’s as approachable as it is crave-worthy.

The challenge was to make labneh feel vibrant and inviting for U.S. consumers while remaining authentic to its roots. We crafted a flavor-immersive color palette and a bold, geometric logo to give Bezi a fresh, recognizable look. From a playful mascot inspired by Bezi’s creamy swirls to engaging speech bubbles on the packaging, every detail brings a touch of curiosity and fun, inviting shoppers into the world of labneh.

Bezi’s design system is built to expand seamlessly as the line grows, staying true to the brand’s personality. Now turning heads on shelves across New York City’s top grocers, Bezi is redefining healthy snacking and making its mark in American refrigerators.