In 2021 we got commissioned by the creators and owners of a Moscow restaurant Dizengof/99 to create a new hummus brand. The task was to develop a cheerful and bold brand that would promote hummus as a healthy snack, not an exotic dish. Now brand owners are working on the new flavours, and hopefully we can soon order it online! 

As a result of the naming stage we decided to go with the name Tut Noot (can be roughly translated as "chickpeas here"). Owners wanted to emphasize that the ingredients are simple and limited. "Hummus for humans" came as a fun tagline to support the brand positioning. 

Identity and logo support the main idea of the brand. Logo looking like a heart/ chickpea/ pointer is multifunctional for communications. 

Initially, we decided not to stick to natural ingredients or the Eastern character of the product, but to play with emotions you feel when you eat hummus. That’s why we chose bright pink as the main colour and went with bold typography. Hand-drawn illustrations also convey the brand mood. 

The packaging brings all graphic elements together – the main place is taken by the brand name in Latin letters common for the younger audience. The diagonal angle of the composition underline the brand’s dynamic character. 

The hummus comes in two variations – classic and with double protein. Additional flavours are being developed right now, so the additional colour palette we offered would come in handy. 

This attractive hummus pack will certainly fit into active lifestyle of the consumers: they could take it to the park to snack or eat it while watching new series of their favourite show at home. Bold and expressive communications are supported by a lively tone of voice. 

The brand name gives an opportunity to get creative both with communications and merchandise. 

Maria Druganova, Head of PR
Alyona Bystrova, Producer

Oleg Ahn, Content producer
Katya Palshina, Head of Strategy
Maria Pechkurenko, Art director
Irina Purtova, Art director

Anna Volkova, Designer
Dizengof/99 team