BRANDED rebrands a global brand

In a bold move that's redefining how Middle Eastern brands present themselves on the global shelf, mezete, a Jordanian brand, with a presence in over 40 countries, and one of the fastest-growing middle -eastern food brands, has unveiled a striking new branding—crafted by BRANDED (Previously known as Bombay Design Centre).

mezete, a Jordanian brand, cracked the code on transporting authentic Middle Eastern food globally—no refrigeration needed. After 20 years of perfecting the flavour, the founder had the taste just right. But the original packaging? It didn't tell the same story. So we went straight to the source—immersing ourselves in the heart of downtown Amman (the capital of Jordan).

Our strategy was to make someone “taste the Middle East” by looking at the pack. The idea was to transfer the energy, busyness, vibrancy, and chaos of the souks (bazaars) of the Middle East onto the packs, rather than using the typical Middle Eastern patterns. The typography is expressive and draws inspiration from the way poems are written in Arabic. The system was applied to 40 SKUs, with multilingual versions for Canada and other global nations. The product is now sold in 40 countries.

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.

“I don’t think I’ve received as many 'wows' in my professional career,” says Khaled Kasih, mezete’s founder. “From Australia to Europe, the GCC to America and Latin America—the reaction is the same. People instantly feel something unexpected. Something refreshingly different.”

BRANDED’s founder, Ankur Rander, adds, “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. ”