The founders of Lebby approached us with an appetizing challenge: to revitalize their brand identity and packaging for a nostalgic chickpea snack born from a 500-year-old recipe, and introduce it to the US market. Our strategy was to focus consumer attention on the taste appeal of the snack by making the brand enticing enough to catch the eye and entice the unfamiliar to try it. We needed to create an identity that informed and educated without overwhelming our target audience.