Jordan's mezete reveals global rebrand by BRANDED
Jordanian F&B brand mezete, which is a part of Kasih Foods and has a presence in more than 40 countries, has unveiled a complete rebrand crafted by BRANDED – previously known as Bombay Design Centre – in a move aimed to redefine how brands present in the Middle East present themselves on global shelves.
The rebrand is rolling out across social media, packaging, website, merchandise, exhibitions and beyond, showcasing the new logo and updated brand visuals.
Founder of mezete Khaled Kasih spent 20 years perfecting the flavour until he had the taste just right and cracked the code on transporting authentic Middle Eastern food globally – with no refrigeration needed. However, the original packaging didn't tell the same story.
BRANDED stepped in and went straight to the source – immersing the design agency in the heart of downtown Amman in Jordan.
The agency's strategy was to find a way to make people 'taste the Middle East' simply by looking at the packaging.
Its idea was to transfer the energy, business, vibrancy and chaos of the souks of the Middle East – communicating the look and feel of local communities– onto the packaging, instead of stereotypical Middle Eastern patterns.
The resulting typography designed for the packaging was expressive, drawing inspiration from the way poems are written in Arabic. The system was applied to 40 stock keeping units (SKUs), with multilingual versions for Canada and other global nations. The product is now sold in 40 countries.
'I don't think I've received as many 'wows' in my professional career,' said Khaled Kasih, Founder, mezete. 'From Australia to Europe, the GCC to America and Latin America—the reaction is the same. People instantly feel something unexpected. Something refreshingly different.'
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.
BRANDED Founder, Ankur Rander, concluded, 'We knew the rebranding had to do more than stand out—it had to claim space for Middle Eastern food in the global imagination. So we brought in a brand idea that feels both proudly regional and undeniably modern. This re-branding is a statement.'
CREDITS:
Client – Kasih Foods
Brand – Mezete
CEO – Khaled Kasih
Marketing Director – Manukrishna Nair
Brand Manager – Nadine Halaseh
Agency – BRANDED (Formerly known as Bombay Design Centre)
Founder & CEO- Ankur Rander
Head of Business & Ops – Siddhesh Pednekar
Design Director – Sebastian Sattler
Creative Director – Eugenio Sarrias
Creative Director – Vinay Venkatesh
Creative Director – Rucha Rao
Designer – Namrata Lalwani
Associate Creative Director – Yorham D'Souza
AVP, Account Management – Sheekha Khan
Account Manager – Amatullah Batterywala
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Al Etihad
10 hours ago
- Al Etihad
UAE airlines suspend, cancel flights amid airspace closures and ongoing regional situation
13 June 2025 18:33 ABU DHABI (ALETIHAD)Dozens of flights were cancelled across Middle Eastern airports on Friday following Israeli airstrikes on military and nuclear-related sites in Iran, Iraq, Jordan and Syria closed their is a list of cancelled flights by UAE airlines: Etihad Airways A statement issued by Abu Dhabi-based carrier, Etihad Airways, said that it is experiencing disruption to several services across the region due to airspace closures and the ongoing regional situation. As a result, select flights have been cancelled or 13:EY595 / EY596, EY593 / EY594, and EY597 / EY598 between Abu Dhabi (AUH) and Tel Aviv (TLV) – CancelledEY590 from Amman (AMM) to Abu Dhabi (AUH) – is experiencing an extended delayJune 14:- EY595 / EY596 between Abu Dhabi and Tel Aviv – currently scheduled to operate but may be subject to delay- EY589 from Abu Dhabi to Amman – currently scheduled to operate but may be subject to delayIn addition, Etihad is re-routing a number of flights in response to restricted airspace in parts of the Middle transiting through Abu Dhabi to connect to cancelled flights will not be accepted for travel from their point of remains a developing situation and is likely to cause some disruption and delays over the coming days. Etihad is continuously monitoring airspace and security updates in close coordination with the relevant guests are being assisted with alternative travel arrangements. EmiratesDue to the current situation, the following Emirates flights to/from Iraq, Jordan, Lebanon, and Iran are cancelled: June 13:- EK945/EK946 : Dubai – Basra ‑ Dubai- EK943/EK944: Dubai ‑ Baghdad – Dubai- EK979/EK978: Dubai – Tehran – Dubai- EK980: Tehran ‑ Dubai- EK903/EK904: Dubai – Amman ‑ Dubai- EK905/EK906: Dubai – Amman – Dubai- EK957/EK958: Dubai – Beirut – Dubai- EK953/EK954: Dubai – Beirut – DubaiJune 14:- EK977/EK978: Dubai – Tehran – Dubai- EK971/EK972: Dubai‑Tehran ‑Dubai- EK979/EK980: Dubai‑Tehran‑Dubai- EK943/EK944: Dubai – Baghdad – DubaiJune 15:- EK977/EK978: Dubai – Tehran – Dubai- EK979/EK980: Dubai‑Tehran‑Dubai- EK945/EK946: Dubai – Basra – Dubai- EK941/EK942: Dubai – Baghdad ‑ DubaiCustomers connecting through Dubai with final their destination in Iraq, Iran, Jordan and Lebanon will not be accepted for travel at their point of origin until further notice. Customers departing or arriving at Dubai International Airport are also advised to check their flight status on for the latest information. flydubai Dubai-based flydubai has temporarily suspended flights to and from the following countries until June 15, 2025: Azerbaijan, Georgia, Iran, Iraq, Israel, Jordan, Syria, Lebanon, Russia, Uzbekistan, Kazakhstan, Tajikistan, Turkmenistan, and Kyrgyzstan. Passengers connecting through Dubai with final destinations in any of the above countries will not be accepted for travel at their point of origin until further also request all customers to ensure their contact details are up to date via Manage Booking on our website to receive timely notifications. Passengers departing from or arriving at Dubai International Airport (DXB) are encouraged to check their flight status on for the latest updates. The airlines apologised for the inconvenience caused and were closely monitoring the situation, with the safety of our passengers, crew, and operations remaining their highest priority.
Web Release
a day ago
- Web Release
Patron Capital Secures Major Investment From Mitsubishi Estate to Accelerate European Growth and Expand Into New Subsectors
Patron Capital ('Patron'), the pan-European institutional investor focused on property-backed investments, has secured a major investment from Mitsubishi Estate Co., Ltd. ('MEC'), through its Mitsubishi Estate Global Partners ('MEGP') investment management business. MEGP is purchasing a majority stake in Patron, as well as providing €600 million in the form of equity commitments to Patron's funds and financing for new subsector strategies including real estate credit. Approximately 11% of Patron's capital over the past 25 years has come from Middle Eastern investors, including pension funds, sovereign wealth funds, endowments, foundations and family offices. The transaction, which is subject to regulatory consents, is part of a long-term strategic growth plan for Patron, providing new institutional backing and positioning the business positively for sustainable growth well into the future. Keith Breslauer, Patron's founder and managing director, and the team of senior partners will continue to manage Patron's operations and lead the business for the long term, retaining a significant minority equity stake. As well as new capital for growth, MEC's investment will provide Patron with access to a broader pool of investors through MEGP and support the expansion of Patron's fund and product offerings while continuing to nurture its entrepreneurial culture. Patron is targeting strategic growth areas across private European real estate markets, including in the opportunistic investing space, where it has a 26-year track record, as well as across multiple new subsectors and asset classes where recent market adjustments and structural macroeconomic trends are presenting compelling new long-term risk-adjusted opportunities. Patron's experienced senior management team and operational expertise, combined with MEC's support, enable Patron to identify and deliver on these opportunities. For example, Patron recently announced the launch of its real estate credit business, as elevated interest rates and constrained traditional lenders have created a need for private lenders with real estate expertise to fill funding gaps facing borrowers. MEGP also sees attractive long-term investment opportunities across Europe's private real estate markets and has identified Patron as an ideal partner to offer investors access to these, recognising the longevity of Patron's senior team and its exceptional track record of consistently delivering top-quartile double-digit returns across its flagship Western European opportunistic strategy. Patron works with many of the world's leading pension funds, endowments, foundations and family offices. MEC is one of Japan's largest, listed real estate developers with a market capitalisation of $23.06 billion USD (€20.22 billion EUR) as of 06 June 2025. MEC is strategically growing its MEGP real estate investment management business globally, including through its subsidiary platforms in the United States, Europe, Japan and Asia-Pacific. Both firms have an agile, entrepreneurial approach and aim to deliver social benefits alongside exceptional returns. Keith Breslauer, Managing Partner and Founder of Patron Capital, said: 'In the 25 years since Patron was founded, we have worked successfully through many cycles, building a high-calibre team across Europe and using our deep relationships and skillset to access opportunities and drive market-leading returns. This significant investment from MEC, particularly as a leading property investor and developer, is a strong endorsement of our success and is the next step in our predefined growth plan to take the business to the next level and position it for sustainable, long-term growth. 'MEC has an exceptional history spanning over 130 years as a real estate developer and investor with a long-term strategic vision, goals and objectives that are aligned with ours in every way. From a focus on social impact and serving communities, to supporting people to create an entrepreneurial culture, and responding quickly to changing investment contexts, these are two organisations with shared values and proven longevity that have been built on the same approach. We are excited to work with MEC following this investment that will accelerate our growth and deliver significant benefits to our staff and investors.' Patron's current and previous funds opportunistically target distressed and undervalued investments, directly or indirectly related to property, across Western Europe. In 2024, it closed its seventh flagship fund, Patron Capital, L.P. VII ('Fund VII'), raising in excess of €970 million during a period of declining real estate private equity fundraising, with a high proportion of capital coming in the form of re-ups from Patron's longstanding investors.
Broadcast Pro
a day ago
- Broadcast Pro
Orange Middle East and Africa and risingSUD join forces
This three-year partnership aims to bring together innovation ecosystems in Africa, the Middle East and the South of France. At the Viva Technology trade show in Paris, Orange Middle East and Africa (OMEA), represented by CEO Jérôme Hénique, and risingSUD, led by President Bernard Kleynhoff, announced a strategic partnership designed to accelerate the international growth of African startups. The agreement, spanning three years, will support the integration of startups from the Orange Digital Centre network into the dynamic business environment of the Provence-Alpes-Côte d'Azur region in southern France. The partnership aims to connect innovation ecosystems across Africa, the Middle East and southern France. Startups within the Orange Digital Centre network will receive dedicated support from risingSUD, the regional economic development agency, to establish operations in an area already home to 500,000 companies, including global tech leaders and forward-thinking startups. This collaboration strengthens OMEAs efforts to internationalise African and Middle Eastern startups and highlights its broader commitment to nurturing entrepreneurship across the continent. With a presence in 17 countries in Africa and the Middle East and eight in Europe, the Orange Digital Centre network offers an inclusive and accessible platform for digital training, startup incubation and acceleration, and project funding. Already this year, risingSUD has helped 14 African businesses set up in southern France, including Guépard, a startup from the Orange Digital Centre in Tunisia, which recently opened an office in Marseille. The new partnership will expand such opportunities, enabling more startups from Africa and the Middle East to benefit from risingSUDs expertise, whether through project support, financing access, or connections with international partners. It also opens pathways for local talent and entrepreneurs in southern France to engage with the Orange Digital Center network. ?Commenting on the partnership, Jérôme Hénique, CEO of Orange Middle East and Africa, commented: This partnership with risingSUD marks a key step in our ambition to promote African innovation internationally. It is a continuation of the support we offer startups through our Orange Digital Centers. By facilitating their establishment and acceleration in France, particularly in the South region, we are giving young African companies the means to accelerate their growth. Bernard Kleynhoff, President of risingSUD and President of the Economic and Digital Development, Industry, Export, Attractiveness and Cybersecurity Commissions of the Sud Region, added: 'Thanks to its strategic position, its historical trade flows and its commitment to innovation, the South of France is a natural bridge between Europe, Africa and the Middle East. It is now the leading French region for hosting African investment projects. This partnership opens up new economic opportunities and constitutes a real springboard for the development of businesses on both sides of the Mediterranean.'
