mezete
From design agency Branded:
mezete, a Jordanian brand, cracked the code on transporting authentic Middle Eastern food globally—no refrigeration needed. After 20 years of perfecting the flavour, the founder had the taste just right. But the original packaging? It didn’t tell the same story. So we went straight to the source—immersing ourselves in the heart of downtown Amman (the capital of Jordan).
Our strategy was to make someone “taste the Middle East” by looking at the pack. The idea was to transfer the energy, busyness, vibrancy, and chaos of the souks (bazaars) of the Middle East onto the packs, rather than using the typical Middle Eastern patterns. The typography is expressive and draws inspiration from the way poems are written in Arabic.
The system was applied to 40 SKUs, with multilingual versions for Canada and other global nations. The product is now sold in 40 plus countries. This new branding has had a sparkled reaction worldwide, the most recent one being spotlighted by Forbes at Expo West 2025 in the Food & Beverage category.
Arsenica is supported by Neue Haas Unica. The Arabic typeface is yet unidentified.
