People tend to have strong opinions about Ithaca Hummus. We decided to lean into that.

We worked with Ithaca Hummus to create a brand campaign built around the idea Tastes Outside Your Comfort Zone. The work positions Ithaca as something entirely different from the run-of-the-mill hummus you’re on the fence about. Using bolder color, expressive typography, new patterns, and a youthful photographic style we pushed the brand into a less polite space with lots more attitude.

The result is a campaign that embraces the polarizing nature of the product and turns it into a strength. It challenges expectations, stands apart on shelf and in the world, and invites people to try something unexpected.

Work done with Humanaut.