Changing our look


Updating our brand design was a big decision.

It wasn’t exactly broken, but it wasn’t exactly how we wanted it, either. And because we already have big product development plans underfoot, we need to make sure we have a look which can grow with us.

auberginesOur customers, both trade and shoppers, tell us we look “upmarket” or “premium” and that’s great; we do take special care with our ingredients and recipes and we’re really proud of them.

But it’s more than that. We haven’t come from a stuffy tradition – we’re all about putting a modern, innovative twist on really great classics such as humous, babaganoush and… well that would be giving too much away right now!

I like to think our humous has personality, rather than being a bland-and-boring, tried-it-all-before, just another flavoured humous product. So I wanted our packaging to reflect that.

Something vibrant, which would “ping” off the shelf but still feel smart. Something different, where we could use the packaging to give a better “flavour” of the “flavour” inside.

But not too different, because obviously there’s a risk our customers won’t recognise us on the shelf.

And a design that will grow with us, because we’re not planning to stop coming up with new ideas, any time soon.ORIGINAL HUMOUS



Luckily we know some fabulous, talented, helpful people who were able to help. Especially Chris Martin of WPN>Chameleon and Marie of EveDesign. Thanks guys 🙂

Although I’m a great believer in gut instinct, it doesn’t do any harm to have a sense-check. The last thing we want to do is annoy our customers – I try to always have in mind how they’re the most important “ingredient” in our business.

So aside from asking family and friends for feedback, we also ran a little low level research online, pitting one design against the other, without saying which was the old and which was the new.

compare tubs





Happily both were well-liked, but the new one was felt to be more modern and striking – which is what we’re looking for. We also listened to some of the feedback from this research, tweaking it a little; for example making sure all the text is easy to read.


Well, It’s great to see that British Airways Club Class passengers have already given us even some feedback with their feet and their appetites – we already have our snackpots on board in the new branded packaging, containing a small pots of our dips and delicious Crosta and Mollica breadsticks.

I hope you like our new designs as much as I do. Look out for our new pots on shelves soon.


About lovemoorish

I’m a mother of two with a background in radio news reading and marketing. I’ve enjoyed making healthy food for my family for a number of years and have found that humous is a regular favourite. Not only that but it’s healthy too. I decided to add enjoyment to humous by coming up with a new layer of flavour and the overwhelmingly positive reaction from friends and family has brought me to lovemoorish. I can’t wait to bring it to you!
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1 Response to Changing our look

  1. Think it looks fab Jules! x

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