Farm-to-Kitchen-to-Table

Pereg Natural Foods began as a small spice cart in Israel in 1906 and grew into a family brand offering grains, spices, herbs, and other foods. As it introduced its products to the American market, Pereg needed an identity that could carry its heritage into a new setting and connect with a wider audience.

We created a new logo from scratch, drawing on the natural qualities at the heart of the brand. Its rounded, handwritten character gave Pereg a warm, approachable presence, while a deep forest green grounded the identity in nature. A wider palette of greens and wood brown, along with textures and imagery inspired by forests, fog, pine, and oak, extended that feeling across the brand’s materials.

We developed the tagline “Farm-to-Kitchen-to-Table” to express the journey from natural ingredients to the meals people share. The brand voice balanced playfulness with sophistication, giving Pereg a way to speak about its food that felt both inviting and considered.

We also redesigned the website to bring the products and the company’s story together. Food photography put the ingredients front and center, while the site shared Pereg’s artisanal roots and made a broad range of products easier to explore and shop.

For the website photo shoot, we collaborated with the photographer to create stop-motion animations. Hands entered the frame to prepare different dishes using Pereg’s product lines, turning the ingredients into lively, short videos that brought the website to life and helped create buzz around the brand.

Following the rebrand, Pereg continued to expand into new food categories and markets. The company’s product line grew from 12 to 29 products, and its products entered major U.S. retailers including Whole Foods Market, Fairway, and The Fresh Market.

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