Gentlebrand, a Sidel company, has collaborated with Saudi Arabia’s Nadec to redesign its flavoured Labneh line, aiming to appeal to a younger, more diverse consumer base while preserving the product’s cultural heritage.
The refreshed packaging emphasizes three pillars: shelf impact, flavour expression, and intuitive navigation. Each variant—‘Chili,’ ‘Zaatar,’ and ‘Olives’—features distinct colour schemes, illustrations, and typography to visually convey its flavour profile. Deep reds suggest the warmth of chili, earthy greens evoke zaatar, and rich purples hint at olives.
“This project was not just about updating a product, it was about crafting a new narrative around a beloved staple, blending design, flavour, and cultural relevance into a compelling new experience,” said Gentlebrand.
Nadec said the redesign reflects its commitment to balancing heritage with creative evolution. “The refreshed identity ensures stronger shelf presence, clearer flavour navigation, and enhanced appeal to a broader audience, all while maintaining the core values that Nadec is known for,” the company stated.
Gentlebrand added, “We are proud to have contributed to this milestone in Nadec’s story — one that brings together design, flavour, and storytelling in a way that is fresh, authentic, and distinctly memorable.”