Jordan's mezete reveals global rebrand by BRANDED
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
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