Sabra-Obela Global Redesign

Role: Extension Designer, On-set photoshoot art direction

Years after becoming the leading packaged hummus brand, Sabra (known as Obela in markets such as Mexico and Australia) recognized the need to unify its brand expression globally to unlock new levels of growth.

Inspired by a sun-drenched Mediterranean kitchen table, the new packaging celebrates fresh ingredients and culinary warmth. The wood tones and glowing light invite consumers to gather around the table and dig in.

I helped extend the design system across new flavors, forms, and sizes, and collaborated with photographer Tara Donne on the packaging photoshoot, contributing to pre-production planning, on-set direction, and post-production refinement. This body of work established me as a brand expert and lead designer on Sabra’s global design projects for years to follow.

Brand Guidelines

We created and printed a brand guidelines book to celebrate the new brand expression and inspire the Sabra–Obela team. Drawing inspiration from the immersive quality of cookbooks, the piece became a keepsake-worthy document that clients were proud to display on their desks.

Sabra Guacamole

Role: Lead Designer

Fresh guacamole is a beloved part of Sabra’s portfolio of dips and spreads, and it was due for a refresh alongside the brand update.

The new design brings tabletop ingredients to life against a creamy avocado-green backdrop, enhanced by hand-touched graphic details. Because production constraints required a different packaging structure for guacamole, the iconic red rim equity from Sabra hummus was expressed graphically on the outer wrap.

Sabra Snackers

Role: Lead Designer

Sabra snack packs have long been a go-to source of hearty fuel on the go (and a personal favorite during late nights in the studio in college). Their restage as Sabra Snackers marked the first time hummus and guacamole snack packs were brought together under a unified sub-line.

Fun fact: I photographed the pretzel image used on pack with a DSLR camera in our agency studio.

Sabra Breakfast

Role: Designer, On-set photoshoot art direction

Sabra Breakfast Hummus Toast marked the brand’s first step in introducing hummus as part of the morning meal occasion. Knowing that this offering might initially feel unfamiliar to consumers, we incorporated familiar breakfast cues such as coffee and berries to help set the stage.

Sabra Mediterranean Bean Dip

Role: Lead Designer, On-set photoshoot art direction

Launched alongside the brand identity redesign, Sabra Mediterranean Bean Dips introduced a new line of hummus-inspired dips made with beans and fresh Mediterranean flavors. We used shades of blue drawn from the region’s waters to create distinction and impact within the refrigerated dips category.

NOTE: Please do not distribute any materials displayed on this portfolio page. The designs showcased are created for demonstrative purposes only and are the intellectual property of their respective owners. I do not claim ownership of any of the displayed designs, unless otherwise specified.