The objective was to lay the foundations for a distinctive, enduring identity, capable of reflecting Tapita's sunny, gourmet spirit. It had to be deployed consistently across all media, from branding to packaging and communications, while offering the flexibility needed to support the brand's evolution and the arrival of new product varieties.

The identity reflects a warm, colorful universe, designed to capture attention at first glance. We created the slogan "Just take a dip", a simple, direct invitation that evokes both ease of purchase and the English expression "to take a dip in the water", like a gourmet plunge into the dip itself. The main hand-drawn mascot represents a bowl of dip in motion, embodying the brand's generosity, playfulness and gourmet pleasure. Each flavor has its own variation of this mascot, recalling its taste and reinforcing the visual recognition of the products. The color palette is based on two main hues associated with classic hummus, then enriched by the colors specific to each product to create a rich, vibrant universe that can be found on all packaging.