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All-natural hummus

Client: White Camel, via ETL Group

Role: Brand Guidelines | Packaging redesign | Photography

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Overview

White Camel Hummus was born from a mission to bring real, fresh hummus back to the table — silky, balanced, and true to its Mediterranean roots. Perfected from a 300-year-old recipe, their small-batch hummus skips preservatives and shortcuts, using only the ingredients you’d reach for in your own kitchen. In a category often dominated by overly processed, garlic-heavy spreads, White Camel offers a clean-label alternative that honors tradition and elevates everyday eating. More than just good food, it’s a way to connect — a reminder that sharing something simple and nourishing brings people together.

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Project credits

• Strategic Director & Client Lead – Stephan Mallez
• Art Direction – Alina Baran
• Branding Strategy – Sophie McHugh, Justin Nekoufar
• Copywriter – Sophie McHugh
• Project Manager - Justin Nekoufar

Via ETL Group

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