Hummus Goodness

Hummus Goodness is a Michigan-based hummus brand founded by Hannah Awada. They rebranded in 2025 with the intention of standing out in a crowded category. Crew Marketing Partners handled the rebrand. The new identity uses OH no Type Co’s Ohno Softie in its logo, packaging, and website.

This is the type of brand personality where Ohno Softie really shines. It’s rounded soft-cornered forms bring a bright, friendly, warm personality which matches the Hummus Goodness vibe (their flavor names being “Big Dill” “Beetz” and “Tac-Oh!” just to name a few).

For the packaging, Ohno Softie is paired with Cubano by Chandler Van De Water. On the website, it’s used along with the Latin part of Ek Type’s Baloo as a secondary headline font and Mulish by Vernon Adams and others for menu and body copy.