Bezi, a new U.S. brand launched in 2024, is reimagining labneh, a Middle Eastern dip made from strained yogurt. The company uses simple ingredients—milk, cream, and culture—to offer a versatile and approachable product. Founded by Hasan Bahcivan and Ilay Karateke, who bring expertise in Turkish cheesemaking and business, Bezi aims to bring a fresh twist to this traditional delicacy. Available in three flavors—red Pepper, Everything, and Plain—Bezi introduces a new option in the dip category.
The brand’s striking logo, designed by Brooklyn-based Red Antler, captures the essence of fun, approachability, and authenticity. With its geometric and rounded shapes, the wordmark blends uppercase and lowercase letters, creating a playful, eye-catching look.
The logo stands out with exaggerated proportions, using chunky letters and a mix of thick and thin lines. The “B,” with its circular counters, feels creative and spontaneous, while the lowercase “i” has an oversized dot, adding a playful touch. Despite these unconventional elements, the overall design remains inviting and fresh, aligning with the brand’s mission to modernize traditional food.
The color palette is vibrant, with each labneh flavor assigned its distinct color, making it easy for consumers to differentiate products. The packaging is immersive, using bold colors and high-saturation photography to emphasize the richness of the dip. Whimsical speech bubbles on the packaging reinforce the brand’s fun, conversational tone.
In addition to the logo and packaging, Bezi’s visual identity includes a charming mascot inspired by the swirling patterns of labneh. The geometric and colorful illustrations add a dynamic, three-dimensional feel, emphasizing the brand’s focus on bringing people together through shared moments of joy and great taste.
The brand’s identity successfully combines modern design with cultural authenticity. The bold, geometric logo, bright colors, and playful illustrations give Bezi a distinctive presence in the competitive food market. By infusing creativity and personality into its visual identity, Bezi communicates its commitment to quality, authenticity, and a joyful eating experience. The fresh take on labneh is poised to attract consumers looking for a flavorful dip that stands out in both taste and design.
