For over 100 years, the gourmet experts at Pereg Natural Foods have scoured the world in quest of superior quality, all-natural ingredients to bring to the table of every family. What started as a small Israeli spice cart in 1906 is now a multinational wholesale brand, offering a cornucopia of organic grains, spices and herbs. After making the jump from Israel to America, Pereg needed a hand introducing dozens of Israeli-style product lines to a completely new market. This meant forming a new brand face to help them seamlessly bridge the culture gap. Enter Squat New York.
Starting with the logo, we began to instill the brand with a more wholesome vibe that resonates with organic foodies. Taking design cues from earth’s circular shape, we rounded the outer edges of the logotype and darkened the original color tone to a dark forest green. Our entire color palette of dark wood-brown and deep shades of green was pulled from the lush forest, valley and mountain scenes of the Northern Hemisphere. Even our textures and visual applications for the new brand stationery channel natural elements like fog, pine, and oak.
Pereg is now sporting the tagline “Farm-to-Kitchen-to-Table” – a clever spin on the highly popular phrase “farm-to-table” that organic food enthusiasts know and love. This idea was born from Pereg’s intimate connection with the locavore ethic to consume only natural, locally grown foods. Out of respect for the significance of having a wholesome diet, we developed the rest of the copy using a delicate balance of playfulness and sophistication.
In redesigning the website, we were set on pointing every message and graphic to the exoticism, artistry and healthfulness of Pereg’s products. We thus put high-resolution photographs of artfully placed foods at the forefront and expanded the story of Pereg’s artisanal roots. Though Pereg offers over 60 different food varieties, they are now easy to navigate and shop. We didn’t want users to get lost in anything but the beauty and freshness of Pereg’s collection. Since its brand makeover, Pereg has continued to expand into new food categories and markets. They can now be found in major supermarkets across the US.
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