A new flavour experience awaits – Gentlebrand, a Sidel company, recently collaborated with Nadec, one of Saudi Arabia’s most respected dairy brands, to reposition its flavoured Labneh line for a new generation of consumers. 

This project was not just about updating a product; it was about crafting a new narrative around a beloved staple, blending design, flavour, and cultural relevance into a compelling new experience.

With deep roots in Middle Eastern food culture, Labneh is more than just a dairy product; it’s a symbol of shared meals, family traditions, and regional pride. Gentlebrand was tasked with evolving this product for today’s consumer: younger, multicultural, and increasingly design-savvy, without diluting the authenticity that makes Labneh so cherished.

Nadec’s vision was bold yet clear: refresh the identity of the flavoured Labneh line to make it more contemporary, more eye-catching on the shelf, and more aligned with the expectations of a diverse, modern market.

Intricate designs to mirror flavour

The packaging design focuses on three pillars: shelf impact, flavour expression, and intuitive navigation. Each flavour, ‘Chili’, ‘Zaatar’, and ‘Olives’, has been given its own distinct identity, expressed through bold colour choices, expressive illustrations, and clean, modern typography.

The visual language aims to evoke the taste profile of each variant. Deep reds suggest the warmth of chili, earthy greens capture the aroma of zaatar, while rich purples hint at the brininess of olives. These cues invite the consumer in, sparking curiosity and emotional connection even before the product is opened. This is not just packaging, it’s a sensory gateway that builds appetite and engagement at first glance.

What makes this project stand out is its careful balance between brand heritage and creative evolution. Nadec, as one of the most established dairy producers in the region, has cultivated a reputation for quality and consistency. The new design respects this legacy while confidently embracing a more modern, global aesthetic.

The refreshed identity ensures stronger shelf presence, clearer flavour navigation, and enhanced appeal to a broader audience, all while maintaining the core values that Nadec is known for.

This repositioning of Nadec’s flavoured Labneh line is more than a packaging update; it represents a new chapter in how a classic product can connect with evolving tastes, lifestyles, and cultural sensibilities.

Gentlebrand is proud to have contributed to this milestone in Nadec’s story — one that brings together design, flavour, and storytelling in a way that is fresh, authentic, and distinctly memorable.

About Gentlebrand  

Gentlebrand is a strategic branding and packaging design agency dedicated to helping businesses build meaningful connections through distinctive design and sustainable solutions. Combining deep consumer insight with creative expertise, Gentlebrand delivers end-to-end branding experiences that stand out on the shelf and resonate with consumers. From brand strategy to packaging innovation, the agency partners with clients to shape compelling, purpose-driven identities. Learn more at www.gentlebrand.com